5G Technology World

  • 5G Technology and Engineering
  • FAQs
  • Apps
  • Devices
  • IoT
  • RF
  • Radar
  • Wireless Design
  • Learn
    • 5G Videos
    • Ebooks
    • EE Training Days
    • FAQs
    • Learning Center
    • Tech Toolboxes
    • Webinars/Digital Events
  • Handbooks
    • 2024
    • 2023
    • 2022
    • 2021
  • Resources
    • Design Guide Library
    • EE World Digital Issues
    • Engineering Diversity & Inclusion
    • Engineering Training Days
    • LEAP Awards
  • Advertise
  • Subscribe

Can Verizon Turn Oath Into A Success? Experts Weigh In

By Diana Goovaerts | June 9, 2017

Verizon has set some pretty ambitious goals for Oath, the moniker chosen for AOL and Yahoo’s combined assets post-merger. Specifically, the carrier has set out to attract more than 10 million creators and two billion consumers, and achieve revenues in the $10 billion to $20 billion range, all by 2020.

But the question remains whether Verizon can turn such a sprawling empire into a success. According to two experts – Mike Kelly, CEO of Kelly Newman Ventures and former president of AOL Media Networks, and Ezra Kucharz, media veteran and former president of digital media at CBS – Verizon certainly has the data and audience to do it. The key, they said, will be relevance.

Kelly noted Verizon is using Oath to build a platform that’s open to content creators, and is backing that up with “very sophisticated advertiser technology they’ve been building for the past 12 years.” The combination of the two, he said, has the potential to really boost growth.

“For example, by taking a platform approach to content creation and advertising, AOL was able to scale from 600 million to 2.5 billion. Therefore, it is not out of the realm of possibilities for Oath to reach these goals; it is possible to grow revenues really quickly when you take a platform approach,” Kelly explained. “What they acquired with AOL may be the world’s best collection of advertising technology and with Yahoo, they get a massive digital audience. Add to that Verizon’s user base and the massive amount of data that they see every day and it becomes beyond compare (to a small content venture like go90).”

Similarly, Kucharz said what Verizon has compiled between AOL, Yahoo, and its own user metrics will give it “the greatest opportunity, outside of Google and Facebook, to dominate digital brand advertising if they can get all of their products and platforms sharing data.” The key to capitalizing on that, Kucharz said, will be the relevance of Oath’s products to consumers.

“Failed attempts at new content, products, and platforms at the legacy AOL and Yahoo businesses have decreased their relevance in the minds of consumers and marketers alike,” he observed. “Simply increasing the volume of content will not work. Quality content will always win over a larger quantity of mediocre content.”

Both Kelly and Kucharz said Verizon’s cross-platform promotion strategy should be a win for advertisers – assuming those advertisers are willing to buy in one place. Kelly noted that unlike AT&T, which has properties in many different verticals, Verizon’s assets play almost exclusively to a digital audience. Thus, he said, another acquisition may not be out of the question for the carrier to form a more well-rounded package.

“They may consider looking into over-the-top video and television,” Kelly said. “My prediction is that they’ll look to purchase an over-the-top video platform like Netflix, Hulu, etc.”

One other thing Verizon has going for it? Tim Armstrong’s leadership. Kelly and Kucharz both expressed faith in Armstrong’s ability to navigate the transition and turn Oath into a money maker for the carrier.

“If anyone can pull it off, it is Tim Armstrong and his team at Oath,” Kucharz concluded.


Filed Under: Carriers

 

Next Article

← Previous Article
Next Article →

Related Articles Read More >

eSIM
eSIM eases changing carriers for phones and IoT
QoE and QoS comparison
Benchmarking in 5G: More important than ever
iPhone 12
I bought a 5G phone, now what?
6G
Key takeaways from 6G Symposium

Featured Contributions

  • Overcome Open RAN test and certification challenges
  • Wireless engineers need AI to build networks
  • Why AI chips need PCIe 7.0 IP interconnects
  • circuit board timing How timing and synchronization improve 5G spectrum efficiency
  • Wi-Fi 7 and 5G for FWA need testing
More Featured Contributions

EE TECH TOOLBOX

“ee
Tech Toolbox: Internet of Things
Explore practical strategies for minimizing attack surfaces, managing memory efficiently, and securing firmware. Download now to ensure your IoT implementations remain secure, efficient, and future-ready.

EE LEARNING CENTER

EE Learning Center
“5g
EXPAND YOUR KNOWLEDGE AND STAY CONNECTED
Get the latest info on technologies, tools and strategies for EE professionals.

Engineering Training Days

engineering
“bills
5G Technology World
  • Enews Signup
  • EE World Online
  • DesignFast
  • EDABoard Forums
  • Electro-Tech-Online Forums
  • Microcontroller Tips
  • Analogic Tips
  • Connector Tips
  • Engineer’s Garage
  • EV Engineering
  • Power Electronic Tips
  • Sensor Tips
  • Test and Measurement Tips
  • About Us
  • Contact Us
  • Advertise

Copyright © 2025 WTWH Media LLC. All Rights Reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of WTWH Media
Privacy Policy

Search 5G Technology World