AOL has appointed John Baylon, who was head of trading amongst many other roles during in his 14 years at Starcom Mediavest (SMG), as their head of trading in Europe and the UK.
His focus will be on driving the relationships between AOL and major holding companies as well as some independent ones and agency trading groups. By driving the relationships between these agencies and companies, it is expected that AOL’s position in the market will get a boost. He will be reporting to Noel Penzer, who is the managing director of AOL UK.
The appointment of Baylon follows the launch of AOL’s premium video platform in the UK, AOL On. The aim of the platform is to tap into the budgets of traditional TV, with partners like Channel 4 News, ITN and Scripps Networks. Also, having partnered with Integral Ad Science, it has improved on its commitment to ad viewability.
Baylon’s previous record shows strong skills in investment leadership, emphasized by his work in the media and advertising industry, which spans the last 14 years. Back in 2000, he joined the Starcom Mediavest Group and has been in roles covering all mediums of advertising, including TV, radio, mobile, online, display and social. In his most recent role, he was responsible for activating and implementing plans across all forms of media.
Noel Penzer, the Managing Director of AOL UK said that “We are thrilled to have someone of John’s calibre joining AOL UK. He is well known for delivering exceptional partnerships between agencies and media owners, creating intrinsic value for all involved. We have invested heavily in content and platforms and John will be instrumental in continuing our growth trajectory and developing our market position.”
John Baylon added that “I am very much looking forward to joining AOL, who are unique in the market with a business built around premium content, video and programmatic platforms. I’m looking forward to taking AOL’s Precision and Content Marketing offering to our partners in the agencies and joining a management team who have a successful and winning formula.”