Furthering Its Data-Driven Marketing Solutions Lead in the Industry, Viacom Releases Two New Vantage Products - Vantage Target Discovery and Vantage Instant Audience
Game-changing Offerings - One Highly Tailored, One Turnkey - Integrate Proprietary Data
The Two New Vantage Products Join the Recently Launched Echo Social
Graph 2.0, Viewprint, and
Vantage Target Discovery uses sophisticated data-mining techniques to help marketers identify "persuadables," the consumers who are not currently using a particular brand but have the propensity to be receptive to the advertiser's messaging. By starting with an ideal set of goals and working backwards, Target Discovery enables marketers to take a fresh look at their potential universe of consumers.
Vantage Instant Audience makes the power of Vantage accessible to a broader array of clients by simplifying the data-driven targeting process. This turnkey product delivers audiences based on unique insights about Viacom's fans and allows for more flexible campaigns.
With the addition of Vantage Instant Audience (VIA) and Target Discovery, Viacom Marketing & Partner Solutions (formerly "Ad Sales") brings to the Upfront season a total of five of the most advanced data-driven products in the industry. All five offerings can stand alone, but also have a strategic connection to each other as exemplified by the Velocity Content Network (VCN), a virtual network of custom creative branded content programs informed by data that will be distributed across social platforms. VCN weaves in two of the other recently announced ad products: Viewprint, which enhances the level of visibility into consumer segments and helps focus creative aspects of a campaign; and, Echo Social Graph 2.0, which measures a campaign's effectiveness.
"As our five new offerings demonstrate, our world class marketing,
creative and data teams work together to identify where the needs are
and develop the data-driven marketing solutions that keep
These product debuts come on the heels of the partnership
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