Viacom Joins Ad Data Parade as TV Upfront Looms

Upfront 2015: Viacom Unveils Data Effort

Viacom became the latest media company to unveil a new product that lets advertisers place their TV commercials with more precision,  a move being adopted across the industry as TV networks attempt to emulate the consumer-targeting capabilities available in digital advertising.

The product, called “Viacom Vantage,” helps advertisers predicts which types of content will perform best for specific client initiatives across MTV, Comedy Central, VH1, Nickelodeon, CMT, Spike, TV Land and Logo.

The company said it had been working on the offering for a year.

Advertisers will be able to place promotions with more information at hand than just “traditional age and gender demographics,” the company said in a statement. Vantage lets sponsors examine projections about consumer attitudes and behavior as well.

NBCUniversal, Turner, CBS and Scripps Networks are among the companies that have in recent weeks unveiled so-called data initiatives.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading