A Revolutionary Data-Driven & Predictive Ad Solution Enabling
Advertisers to Reach Custom Audiences Across Viacom's Media Networks
Viacom Vantage Pilots with Select Clients, Amplifying their Reach
with Target Consumers
NEW YORK--(BUSINESS WIRE)--
Viacom (NASDAQ: VIAB, VIA) today announced Viacom Vantage, an
innovative, data-driven ad product that enables advertisers to reach
their custom targets at the program level across the Viacom Media
Networks portfolio. This pioneering new approach transforms traditional
media planning and offers advertisers more choice, more flexibility and
increased accountability. Through a combination of enhanced consumer
targeting and a deep understanding of how various audience segments
consume content across our platforms, Viacom Vantage predicts which
content will perform the best for our clients across MTV, Comedy
Central, VH1, Nickelodeon, CMT, Spike, TV Land and Logo.
"Our guiding principle is to offer best-in-class and client-centered
products for our advertising partners," said Jeff Lucas, Head of Sales
for Viacom Media Networks. "Viacom Vantage is our latest cutting edge
product to deliver on that promise by enabling our clients to close the
gap between how they define their true segments and where their messages
can work best in reaching that audience on our shows."
Developed in-house over a year ago, Viacom Vantage's beta version was
successfully piloted with a select group of national partners including
Horizon Media. Viacom Vantage offered each of these clients deep data
integrations, customized capabilities and took on operational and
inventory management efforts to drive unique media plans and help set
new industry standards.
"When Viacom came to us with this new ad solution, we recognized
immediately it was a novel approach that could greatly build upon the
effectiveness of our client's investment," said Dave Campanelli, Sr.
Vice President, Director of National Television for Horizon Media. "The
results far exceeded our expectations by directly identifying and
reaching our targeted consumers and providing us with precisely the
right programming that would generate the highest return."
Now in its second year and available at scale to clients, Viacom Vantage
is the result of years of strategic investment in data, proprietary
research and ongoing optimization to build out new predictive models. It
goes far beyond the traditional age and gender demographics and provides
the capability to integrate attitudinal and behavioral segments with
other off-the-shelf segments by using a unique algorithm that is custom
fit to each advertiser's goals.
"Our holistic and highly customizable approach to data is far ahead of
the industry curve and leverages the unparalleled social and digital
reach of our programming to help unlock insights into the commercial and
digital behaviors of our audiences," said Kern Schireson, Executive Vice
President, Data Strategy and Consumer Intelligence at Viacom Media
Networks. "By effectively merging our expansive data footprint with
syndicated research, we can continuously optimize media plans to
integrate our advertisers' messaging on the exact right shows at the
exact right time."
Viacom Vantage is the newest offering from Viacom as the company
continues to advance innovative, first-to-market solutions. Last year, Viacom
Velocity introduced Echo, an insights-driven approach to harnessing
our massive social footprint for content creation, distribution,
amplification and optimization. Echo is powered by the Echo Social
Graph, a groundbreaking, analytics platform that delivers measured
earned media for our partners.
About Viacom
Viacom is home to premier global media brands that create compelling
television programs, motion pictures, short-form video, apps, games,
consumer products, social media and other entertainment content for
audiences in more than 165 countries and territories. Viacom's media
networks, including Nickelodeon, CMT, Nick Jr., TeenNick, Nicktoons, TV
Land, Nick at Nite, MTV, VH1, Comedy Central, SPIKE, Logo, BET, CENTRIC,
Channel 5 (UK), Tr3s, Paramount Channel and VIVA, reach a cumulative 3.2
billion television subscribers worldwide. Paramount Pictures is a major
global producer and distributor of filmed entertainment.
For more information about Viacom and its businesses, visit www.viacom.com.
Keep up with Viacom news by following Viacom's blog at blog.viacom.com
and Twitter feed at www.twitter.com/viacom.
Viacom Communications
Jeannie Kedas, 212-846-4629
Jeannie.Kedas@viacom.com
or
Chanel
Cathey, 212-846-2876
Chanel.Cathey@viacom.com
Source: Viacom
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