The video ad market is still heating up, but AOL is betting it will come to a boil very soon. It’s making a major bet with a new streaming service on Huffington Post that will launch in the summer and promises live content 12 hours a day, five days a week and hope to get up to 16 hours a day by 2013.
The service itself is ambitious, but even more so is the investment AOL is putting behind it: $30 million, according to an AOL source. HuffPo plans to create all the video itself. It will dedicate 100 employees to the operation. The scale of the effort would put it on track to be one of the largest producers of original for the Web video around.