News / AOL Blog

Jim Norton, AOL's New Head of Sales, Shares his 2012 Advertising Expectations

Feb 14, 2012

Jim Norton, Head of AOL Sales, recently sat down with Katie Bronnenkant of "The Makegood" to discuss his new role. The interview covers a range of topics including Norton's predictions for 2012 advertising trends, the power of the social platform, and the reasoning behind his transition from traditional to digital media. Here are some selected highlights from the article:

The Makegood: Jim, you have spent about 20 years in sales and marketing roles, working in both traditional and digital media for companies including WLVI-TV and Google. What motivated you to make the move from traditional to digital media?

JN: I made the switch in 2006 from traditional to digital. What I kept hearing from customers on the traditional side was a call for metrics and measurement and the "ask" to justify every advertising buy. It was clear that even traditional media buyers were beginning to look at their business through a digital lens.

I decided to take the customer service aspect of traditional and marry that with the analytics and heavy metrics of digital. It was a good combination for me personally. It was clear too that digital was seeing year-over-year gains and TV was not. So ultimately digital was the place to be.

The Makegood: Are there any new initiatives that you can tell us about that marketers can expect to see coming from AOL in 2012?

JN: We are focused on the priorities that we have messaged consistently over the last 2 years: Creating high quality content experiences for consumers as scale. We are going to continue to invest in premium formats (Project Devil) and you will see that available at greater scale; video and mobile will continue to offer robust targeting capabilities and across higher quality content experiences; and we remain committed and enthusiastic about the local opportunity that Patch offers to marketers as they try to move users from pages to parking lots. This is the year we will unleash the power of the social platform that is the Huffington Post.

Learn more about Norton's expanded role and video strategy here.