White papers

AOL Advertising works with agency and marketer partners to conduct original research that answers key marketing and industry questions. Here are a few of our current white papers.

Women and Retail
Women are the most complicated consumers on the planet. They control $4.3 trillion, roughly 73 percent of US household spending. And they do it all while juggling work, home and family life. It should come as no surprise, then, that 40% shop online during work hours.
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Hispanic Cyberstudy
Marketing to the web’s most rapidly growing population. For years, marketers have struggled with the complexities of the Hispanic market. Given the remarkable growth of their population and subsequent rise in purchasing power, AOL wants to help marketers and agencies understand the changing Hispanic market in order to improve advertising performance with this segment.
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Rise of the Three-Screen Teens
Teenagers are as much of a challenge to marketers as they are to their parents. To gain insight into the purchase behavior, media consumption and influence of this new generation, AOL Advertising and partner OTX surveyed one thousand 14-24 year-olds, divided evenly by gender.
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Smartphone, Smart Marketing
In an increasingly mobile world, Smartphones have become a lifestyle-changing device. This study from AOL and Universal McCann explores how smartphones are influencing American lifestyles and media consumption, and analyzes the intersection of consumer media usage, lifestyle and purchase preferences.
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Living La Vida Rapida
Spending 3 hours on the web helps moms pack 27 hours of activity into a 16-hour day. Moms worldwide use media as an integral way to communicate, shop and spend time with family. See how to make your brand valuable to these women living life in double-time.
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Online Couponing
Online coupons are becoming more appealing to today’s frugal shoppers. Research from Information Resources (IRI) and AOL Advertising demonstrates that online coupons are an effective tool for attracting trial users and gaining market share. In fact, nearly four out of every 10 shoppers – 40M consumers – indicated that they would be very likely to use coupons found online.
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Back to School
Shoppers get smart with online deals. While the majority of back to school shoppers still visit stores to get the latest fashions, they are increasingly using the internet to look for good deals. Learn how you can time your advertising and extend your offline messages to take advantage of this new trend.
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Football Party Time
What gets men into a store? Football! From 7-layer dip to 52-inch plasma screen TVs, it takes a lot to create a winning football party. Make sure your brand is as much a part of the big game atmosphere as an old jersey and a good remote.
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Summer Travel, 2008
Before hitting the road, consumers cruise the internet. The majority of travelers use the internet to plan their travel; many plan last minute. Learn how you can make sure you pull in some of the average American family’s $1000+ summer travel budget.
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