Sign up for weekly recaps of the ever-changing search marketing landscape.
Citysearch And AOL Announce Reciprocal Content And Ad Distribution Deal
Citysearch has announced a deal with AOL that provides Citysearch reviews and content (e.g., video) and place local Citysearch advertisers on AOL local properties. The two firms will share revenue from clicks or leads generated from AOL distribution.
Here’s what the release says:
Under the agreement, Citysearch … will provide its local content, including editorial reviews, user reviews, merchant videos, photos and offers for distribution across AOL properties, such as AOLCityGuide, AOL Local Search and MapQuest. AOL will integrate local advertising and content from Citysearch’s broad base of local advertisers into AOL’s leading local properties…
AOL has its own editorial and ratings content in AOL CityGuides but fewer local advertisers and no local video. For Citysearch this is a win because it will add additional traffic to its “distribution network” (including for video). Citysearch sells calls, clicks, and video, as well as distribution of those things to third-party sites and search engines as part of the overall advertiser proposition.
On a smaller scale, Citysearch did a similar deal with MerchantCircle not long ago.
AOL’s Platform A will also sell geotargeted advertising to national brands through Citysearch placements as part of the deal. Many of AOL’s Platform A properties, including Quigo and Advertising.com, offer geotargeted advertising options as well. However, the Citysearch traffic is more qualified in most respects.
Postscript: I was told by Citysearch that this last paragraph is inaccurate and isn’t part of the deal at this point.