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Sep 17th 2013

AOL is a Working Mother 'Top 100' Company for 2013

What do you get when you combine parenting programs, fitness centers, and the AOL Get Fit program? A place on Working Mother's Top 100 Companies for 2013!

The "100 Best Companies" list – which AOL has been a part of for five years in a row – highlights the top companies in the U.S. offering family-friendly benefits.

But, don't just take our word for why AOL is a great place to work – here's what Working Mother had to say:

"Pregnancy regimens, school volunteering issues, college tuition worries...the Parents Group meetings at this Web services company sure cover a lot of ground-and with 300+ babies born to employees every year, they're a big hit. Videoconferences and webinars led by parenting coach Hazel Osborn further plumb complex subjects, from bullying and gifted children to picking the right summer camp and proper scheduling of afterschool activities. Moms are grateful for the company's ubiquitous lactation rooms, backup dependent care and expansive parenting programs and leaves (used by 15% of the population annually). In 2012, more than 26% of employees worked from home full-time."

As part of the application process, we requested nominations for a Working Mother of the Year. The response was fantastic, and we ultimately selected Kacinda Belk. Kacinda – who's described as "extremely detail-oriented, relentless and sharp" – is an outstanding mom and mentor alike, and her contribution and dedication to AOL is recognition-worthy. We're so proud to have her represent us as Working Mother of the Year 2013!

For updates and the latest news from AOL, follow @AOLPR on Twitter.

Oct 24th 2012

New Research from AOL Advertising: "The 7 Mom Archetypes Online"

We're excited to share with you some of our latest consumer insights from an AOL proprietary research study - this time it's all about Moms! (and for purposes of this study, we give them the capital M they deserve!)

Moms are consuming and sharing content online at exciting rates. Did you know that Moms are online every day and spend nearly 1 ½ hours each day with content?* And, did you know at AOL, over 73% of our Moms are sharing online content every month?** Knowing what busy lives Moms lead, this is a considerable amount of time for them to spend with digital content.
So, what content are Moms sharing and consuming online?

As marketers and publishers, we tend to have a very traditional view of Moms. Armed with this traditional view, there is a tendency to think that the content that matters most to Moms is primarily parenting content.

At AOL, we know that she is more than a mother. Moms play many roles in their lives, in addition to the role of parent. We felt that by learning more about their needs and motivations - both as Moms and as Women – it would lead us to a deeper understanding of the online content they value. And it would be this understanding that, in turn, would help AOL and our advertising partners program SMARTER for Moms.

What we uncovered through our research was truly exciting. We learned there are 7 distinct archetypes of Moms online. All of them have unique personalities, priorities, passion areas, and most importantly, content needs.

After months of researching and analyzing, here is the list we have compiled of the 7 Mom Archetypes online:

1. Social Expressionista: Community-oriented, this Mom relies heavily on her social networks to express her views, fuel her creativity, and share her latest projects.
2. Alpha Trendsetter: The "IT" Mom all the other Moms look up to. She is a fashion trendsetter, a leader, and an influencer. But, this Mom understands she can always be better so she looks to educate herself with the latest information on everything.
3. Shopsessive: She may be a bit of a know-it-all but she actively shares and spreads her expert knowledge with everyone around her. This Mom is tapped into ALL the latest products.
4. Business-wired: Classic and sophisticated, she balances her life as a businesswoman and a Mom. She's online for work and to stay connected to home. She goes offline when she is with her family.
5. Mom-centric: Being a Mom means everything to her. She strives to be the best Mom she can be. Everything she does, she does with her kids in mind.
6. Intelligentle: Simple, practical and informed describes this Mom best. Actively contributes to bettering the environment for her & her family.
7. Spiritual Provider: She takes pride in providing for her family. She is a traditional and spiritual Mom. Sometimes she's so focused on being a good provider, she forgets about herself.
I had the great pleasure of unveiling the 7 Mom Archetypes and their unique digital content needs at the 8th annual Marketing to Moms Conference this week in Chicago, IL. AOL was proud to be a speaker and an associate sponsor of this year's event. In addition to outlining the 7 Mom Archetypes, we offered marketers three key strategies that they can execute in order to deliver content that is more meaningfully suited to each of these Moms. You can download the presentation here.

We took our rich learning around Moms' content needs and applied it not only to our programming approach within our Women's Lifestyle brands - such as StyleList and Homesessive - but also to our advertising solutions.

We are proud to announce that we have a brand new advanced targeting advertising solution - the first of its kind at AOL. This targeting solution goes beyond demographic targeting and enables advertisers to target these unique and distinct 7 Mom Archetypes based on their psychographic mindsets.

AOL has been connecting with Women and Moms throughout our 27-year history. This history is built upon a rich foundation of insights and a deep desire for learning more about our consumers.

In 2011, we partnered with Bovitz Inc. to conduct a quantitative and qualitative research study of Women. In this study, we surveyed over 6,000 Women online and followed up with a portion of them through a series of in-depth interviews. Following the success of the Women's segmentation, we further mined this robust research to extract the most relevant and compelling insights around Moms.

We hope that this unique learning will benefit our advertisers as well as the 45 million Moms* that visit our AOL brands each month.

To download this study in PDF form, click here. To learn more about AOL's Advertising products and solutions, visit http://advertising.aol.com/.


*Source: comScore Inc., Q3 2012
**Source: AOL Women's Segment A&U Survey, August 2011

Jan 5th 2012

CafeMom and StudioNow Partner to Bring High-Quality Video to Moms

You may have recently read that YouTube is developing premium content channels. As a part of that effort, CafeMom just launched its own YouTube Channel, CafeMom Studios, featuring original video content produced by StudioNow.

One of the first campaigns featured on CafeMom Studios is called Moms Matter 2012, which focuses on the 2012 elections. Original video content produced by StudioNow includes interviews with moms and candidates, an issues scorecard, candidate profiles, message boards and forums, and political mom bloggers. The goal of the campaign is to unite moms regardless of political affiliation, activate them to get informed and take action, and have their voices heard to impact the outcome of the 2012 election.

The CafeMom and StudioNow partnership demonstrates CafeMom's commitment to creating high-quality, engaging content for readers, while allowing StudioNow to demonstrate the full depth and breadth of its high-end production capabilities, from ideation to production and delivery.

Check out one of the most popular current videos on Moms Matter, which was filmed at a CafeMom-sponsored Town Hall in Iowa this week, and features presidential candidate Newt Gingrich.

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