The redesigned portal, at gives users more scope to personalise the page and make it their own. It features improved navigation, and aims to be more relevant, with local information such as weather forecasts, video content, email and search given priority on the page.
The new features for consumers and advertisers include personalised supertabs to help users access information such as emails, local weather, photos among other applications. It also contains personalised colour schemes, a function for quick review of key headlines including news, entertainment, finance and video. The site is powered by Google.
Michael Steckler, AOL UK, said: "We have a strong global identity and this is part of our process of harmonising our global consumer experience. The new AOL.co.uk is designed to be more user friendly and informative whilst allowing for greater user personalisation. It will be seamlessly integrated with AOL products and functionalities, which should also lead to increased engagement and advertising effectiveness ."
"Advertisers will benefit from the increased traffic and engagement with a new, cleaner, crisper, stickier, more nimble homepage will generate. Supertabs in the US have proven themselves effective in generating increased levels of traffic through to channels and the wider AOL service," he added.
Steckler was appointed UK MD at AOL this month, having joined from rival company MSN, where he was business planning and development director for the EMEA, Microsoft Online Services Group.
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