Real-Time, Customized, Cross-Platform Video Messaging To Be Available
Across the MTV, MTV2, VH1, CMT, Spike TV, COMEDY CENTRAL, TV Land,
Nickelodeon and Nick At Nite Brands
NEW YORK, June 18 /PRNewswire/ -- MTV Networks (MTVN), a unit of Viacom
(NYSE: VIA, VIA.B), and Visible World, the leading video advertising
technology and services company, are partnering to give advertisers the
ability to dynamically customize and target video ads in real-time across
MTVN's premier U.S.-based TV channels and websites, including the MTV,
MTV2, VH1, CMT, Spike TV, COMEDY CENTRAL, TV Land, Nickelodeon and Nick At
Nite brands. The partnership marks the most extensive national deployment
of dynamic video message customization across channels, programs and
audience demographics.
"Our goal is to fundamentally change the way our viewers experience
advertising by giving them an innovative experience, and our partnership
with Visible World gives us the leading edge," said Judy McGrath, Chairman
and CEO, MTV Networks. "Our consumers can access relevant information from
our marketing partners across every screen."
"We want to offer advertisers the ability to speak to our fans in a
timely, relevant and powerful way, and this deal with Visible World further
unlocks the value of our multiplatform brands," said Hank Close, President,
U.S. Ad Sales, MTV Networks. "We've been working to change the game with
audience targeting, commercial pod formats, and now, through Visible World,
the customization of our advertising solutions."
"We are excited to partner with MTV Networks to offer advertisers new
strategic capabilities that optimize the effectiveness of their messaging
across many platforms in this rapidly evolving media landscape," said Tara
Walpert, President of Visible World. "MTV Networks' ad partners will now be
able to take advantage of the extraordinary power of television advertising
combined with the dynamic targeting and customization abilities previously
available only in online or other digital media."
Visible World's technology and services enable advertisers to target,
tailor, monitor, and actively change video ads within seconds. Now, MTV
Networks' marketing partners can pre-program and proactively edit their ad
content on-the-fly across MTV, MTV2, VH1, CMT, Spike TV, COMEDY CENTRAL, TV
Land, Nickelodeon, Nick at Nite linear TV channels and websites. As a
result, creative messages will automatically update any time a spot runs to
reflect the real-time context, audience, occasion, or business and market
conditions.
A Diverse National Channel Line Up With Dynamic, Customized Advertising
Capabilities
MTV Networks' diverse portfolio makes the partnership with Visible
World particularly compelling. An example of this collaboration could
include multiple versions of a movie trailer, edited to highlight themes,
actors or scenes relevant to audiences of different MTVN shows, or to
include real-time updates of box office results and critical reviews.
Other potential applications include content relevant ads that directly
reference MTVN live programming including award shows, or serialized
narrative ads that audiences control by texting live votes on how a
storyline should unfold. These innovations have the potential to deepen
consumer engagement with advertising in the era of timeshifting.
The First Cross-Platform Video Advertising Implementation
MTV Networks is also extending the power of dynamic video advertising
to its online portfolio. Visible World's broadband division extends the
value of targeted video advertising to the online world, combining the
targeting capabilities that interactive advertisers have come to expect
with the power of dynamic, flexible, video messages.
Advertisers today are tasked with engaging their target customers no
matter where or when those individuals consume content. Using the Visible
World platform, advertisers can change spot format, length, and the
creative message automatically depending on the medium. For broadband,
advertisers will be able to create and monitor hundreds of versions of
their video creative messages and deliver the exact optimized message to
each web browser.
The ability to automate changes in television messaging based on the
rapid and precise feedback from a broadband environment enables MTV
Networks to offer advertisers a compelling cross-platform advertising
solution that can leverage its multiplatform portfolio.
ABOUT MTV NETWORKS
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with 137 channels worldwide, owns and operates the
following television programming services - MTV: MUSIC TELEVISION, MTV2,
VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV,
CMT, NOGGIN/THE N, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL
SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these
networks trademarks of MTV Networks. MTV Networks connects with its
audiences through its robust consumer products businesses and its more than
200 interactive properties worldwide, including online, broadband, wireless
and interactive television services and also has licensing agreements,
joint ventures, and syndication deals whereby all of its programming
services can be seen worldwide.
ABOUT VISIBLEWORLD
Visible World provides a complete, cross-platform solution for
electronically creating, delivering, and monitoring dynamically customized
video ads within any media plan. Our integrated IntelliSpot(R) solution
enables advertisers to edit their content on-the-fly, automatically,
anywhere and anytime they run to reflect the time, location, and context in
which the ads appear. Visible World was founded in 2000 by advertising and
media veterans and is based in New York, NY. http://www.visibleworld.com
SOURCE MTV Networks
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Related links:
http://www.mtv.com/
CONTACT:
David Bittler, +1-212-846-5263,
david.bittler@mtvstaff.com, for MTV Networks; or Amy Janzen,
+1-917-209-6819, amy@sutherlandgold.com, for Visible World
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