America Online, the biggest internet provider in the US, has unveiled its strategy to attract more advertising revenue.
Central to its revamp is free music and video, available to all internet users via a new portal.
AOL.com goes live at the end of this month. It features 27 channels and a video hub with clips, replays and other material from its parent Time Warner's HBO, along with a growing collection of film from movie, TV and other entertainment arenas. It will also offer personalized home pages and a variety of upgraded search tools including a new video search function.
AOL is moving away from its subscription-based service, which has lost around five million customers to cheaper, faster rivals since 2002.
However, its 22.6 million subscribers will continue to get a package of software and support services such as parental controls, a special section for children and security programs.
Kevin Conroy, evp and chief operating officer of AOL Media Networks, says search engine marketing is the core of the marketing tactics rolling out this summer.
By tracking what keywords web surfers respond to, AOL can determine what areas of AOL.com are performing best and how to target online promotions.
Data sourced from AdAge.com; additional content by WARC staff