AOL has launched a new version of Truveo.com, an online video search engine for professional-caliber and user-generated video. Though completely rebuilt, the engine is based on the same-name technology acquired by AOL in 2006.
The company's intent is to service users looking for professional, mainstream video clips.
According to AOL, most popular video-sharing sites focus on user-generated content; however, users favor professional-caliber video. A recent study by the Pew Internet and American Life Project found 62% of online video viewers identify their favorite videos as professionally produced.
From a marketing standpoint, Truveo.com was built and positioned to appeal to both users and content owners. The engine has a number of popular sharing and community features. It indexes both free and for-sale video content. For many of the leading brands, users will be directed to the content owner's original Web site to view it in the way originally intended.