Newest Vantage Product Brings Predictive Purchase Intent to
Television in an Unparalleled Way
NEW YORK--(BUSINESS WIRE)--
Viacom (NASDAQ: VIAB, VIA) and American Express today announced an
exclusive targeted television advertising partnership that will combine
American Express' powerful data capabilities with Viacom Vantage, the
industry-leading predictive and targeting engine. The new product, Vantage
Intent, powered by AmEx, will bring deep insights to marketers about
consumer purchase intent while scaling across television, digital, and
social. Vantage Intent, powered by AmEx is available for the 2016
Upfront.
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"Amex's unique closed-loop analysis will give Vantage Intent, powered by
AmEx the ability to do something unprecedented -- forecast commercial
intent before it has formed and target the right moment in time to reach
people," said Kern Schireson, EVP, Data Strategy and Consumer
Intelligence. "With this partnership, Viacom again furthers its
competitive lead as we bring advertisers access to powerful predictive
insights that provide extraordinary impact at scale across all screens
on Viacom's brands."
Vantage Intent, powered by AmEx is predicated on cutting-edge
proprietary analysis and modeling from both companies. Using advanced
analytical models, American Express will analyze the vast majority of
the $1 trillion in transactions on its closed-loop network, which have
been aggregated and anonymized. The companies' data scientists will
develop predictive insights about the buying preferences and patterns of
a desired consumer population. American Express is sharing anonymized
forecasts and models - not personal data - to ensure that card member
privacy is protected.
From these insights, Viacom and American Express will create advanced
audience segments for advertisers that optimize ad placements to target
audiences across Viacom channels using its proprietary targeting engine
that can anticipate consumer intent before it is made.
"For years, insights from American Express closed-loop data have been
the foundation for personalizing internal and third-party marketing
programs that connect our merchants with millions of Card Members around
the world," said Manish Gupta, EVP, Global Information Management & Data
Products, American Express. "Now, with Viacom, we are helping provide
advertisers similar insights to reach segments beyond the
American Express customer base. At a time when marketers are searching
to target viewers beyond age and gender, our analytics will help them
break through all the static to reach the right audience with the right
message."
Vantage Intent, powered by AmEx was announced today at the
industry's first-ever Datafront, organized and hosted by Viacom. The
Datafront explores fundamental shifts in the media landscape and the
impact an increasingly convergent ecosystem has on consumers and
marketers.
Vantage Intent, powered by AmEx is the latest addition to
Viacom's suite of industry-leading predictive and targeting products,
and further distinguishes the leadership both Viacom and American
Express have in the data-driven marketing arena.
About Viacom
Viacom is home to premier global media brands that create compelling
television programs, motion pictures, short-form content, apps, games,
consumer products, social media experiences, and other entertainment
content for audiences in 180 countries. Viacom's media networks,
including Nickelodeon, Comedy Central, MTV, VH1, Spike, BET, CMT, TV
Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo, Nicktoons, TeenNick
and Paramount Channel, reach over 3.5 billion cumulative 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.
About American Express
American Express is a global services company, providing customers with
access to products, insights and experiences that enrich lives and build
business success. Learn more at americanexpress.com
and connect with us on facebook.com/americanexpress,
foursquare.com/americanexpress, linkedin.com/company/american-express,
twitter.com/americanexpress,
and youtube.com/americanexpress.
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View source version on businesswire.com: http://www.businesswire.com/news/home/20160517006038/en/
Viacom
Lenore Moritz, 212-846-4950
lenore.moritz@viacom.com
or
American
Express
Ashley Tufts, 212-640-3193
Ashley.Tufts@aexp.com
Source: Viacom
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