Verizon communications Inc.'s new digital department, the Oath has drawn responses of disbelief and mockery online for its unorthodox call, however, the corporation is pleased with the reaction, said one of its top executives, Tim Armstrong.
The unit turns into professional this summer time, while Verizon combines its AOL department with the internet property it's buying from yahoo! Incorporated. The Oath will oversee more than 20 brands, inclusive of AOL, yahoo, Tech crunch and Huffington post, and will reach more than one billion purchasers, said Armstrong, AOL's chief executive officer.
On twitter, the preliminary reaction to the moniker, first reported by Business insider on Monday, ranged from suspicions of a belated April fools story with references to Tronc, the widely panned call of the company formerly called Tribune publishing.
"Some of the reaction you notice to the brand is short-time thinking, and we are a long-term company. We are big believers in the brand," Armstrong stated on Bloomberg television Tuesday. It was reported that Verizon did not enlist an expensive outside agency to come up with the name, and judging by the initial buzz, it has already commenced to pay off, Armstrong said.
"We advanced the brand in-house. And in the last 24 hours, we've probably gotten $50 million worth of brand marketing for it. Even though it got leaked, it's turned out to be a big benefit for us" Armstrong noted.
Verizon is buying yahoo's belongings for about $four.48 billion to amplify past a maturing Wi-Fi and landline enterprise into cellular media and advertising ventures. Armstrong, who has led the integration, making planning crew, has extolled the deal as a manner to offer advertisers a larger target audience online.
As a "house of brands," Oath could be the single name that Verizon's sales teams operate under as they try to sell business ads on online properties like yahoo sports activities, AOL email, and Moviefone, Armstrong revealed. Meanwhile, Verizon has been developing a cellular advert method so as to place the company in direct opposition with ad giants like google and Facebook.