AOL CEO Tim Armstrong shed a bit more light on Oath, the new business-facing brand that will encompass Verizon’s mix of consumer digital brands, including AOL, Yahoo, TechCrunch, The Huffington Post, and Tumblr, among others.
Oath won’t be a consumer brand, though Verizon will tout it under a “major marketing campaign” after the company wraps up its pending acquisition of certain pieces of Yahoo.
“This is really a B2B brand that supports our front-facing brands,” Armstrong said Tuesday on CNBC’s Squawk Box. “We’re building the world’s largest portfolio of digital brands, and we wanted something that would be a B-to-B name that would connect to all the brands.”
He likened the approach to the branding that one might see on a hat. “Huffington Post or TechCrunch or Yahoo Sports might be on the front, Oath would be on the side.”
For the full story go to Multichannel.com.
The smarter way to stay on top of broadcasting and cable industry. Sign up below.
Thank you for signing up to Broadcasting & Cable. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.