MSN and AOL together to battle Google?

By Exclusive Concepts Blog Team

Ad Age has an interesting article plumbing the reasons why MSN wants to buy in to AOL. The Strategy Driving MSN’s AOL Buy-In Quest.

In sum, the combination would top Google’s traffic numbers and potentially deprive it of 11% of its revenue. (I didn’t know that AOL is probably Google’s largest AdSense client. and that AOL gets 11% of AOL’s revenues comes from its AdSense ads.)

According to Nielsen/NetRatings, AOL and MSN had an unduplicated audience of 120 million in August, well above Yahooís 100 million and Googleís 80 million.



If AOL and MSN entered a partnership in which MSN powered AOL’s search engine, and AOL dumped Google, that would give MSN access to a heavy stream of AOL traffic — 75 million unique visitors, according to Nielsen/NetRatings.

Another benefit: MSN does not have a video search product, AOL does – Singing Fish. Video search is critical for the next generation of advertising. And another: AOL with its Time-Warner relationships can also deliver a lot of rich content to MSN.

AOL needs money. MSN needs to battle Google. Becoming partners makes sense.