CANNES 2013: AOL targets extreme emotion of Gen Y

Rene Rechtman, chief executive of AOL Be On, has examined the "extreme emotion" needed for content to resonate with Generation Y, in a session at Cannes Lions 2013.

AOL's recently launched global content business Be On is among those trying to lead the charge for online video by creating "snackable" content for online consumption.

Building on last year’s seminar in Cannes that recognised Generation Y and its willingness to share content it likes or finds entertaining, AOL is now focusing on the type of content that drives engagement.

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In a presentation yesterday, Rechtman said it came down to being able to provide content that was "emotional".

In an interview with Campaign after the session, Rechtman said: "We have gone one step further into the hierarchy and are looking at content.

"Content needs to be extremely emotional in order to perform to this generation. It is not new, but it is very important."

Through a new partnership with facial-tracking specialist, RealEyes, AOL Be On has tested more than 300 different ads, from standard 30-second TV ads, to the most successful viral ads, across a total audience of more than100,000 people from 25 countries.

The aim is to be able to provide irrefutable evidence for big-spending clients about the power of online video, when produced and executed effectively.

Read all the latest news from Cannes 2013 here

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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