Viacom delivers a new advertising platform known as "Surround Sound" based on technology from the Adobe Digital Marketing Suite.
SALT LAKE CITY
Movie and TV powerhouse Viacom
announced the launch of "Surround
Sound," a new sales capability enabling advertisers to reach specific
audiences with pinpoint accuracy on every digital platform of the company's
announced Surround Sound at the Adobe Digital Marketing Summit
networks include MTV, Nickelodeon and COMEDY CENTRAL and more. The
companys "Surround Sound" offers advertisers highly targeted, scaled
media buys across nearly 100 million homes on-air, and more than 80 million
unique visitors online, as well as mobile and email users the company reaches
nationwide, Josh Cogswell, Viacoms senior vice president of digital products,
solution uses Adobes AudienceManager technology, Cogswell said.
brands excel at delivering highly targeted demos for advertisers, but Surround
Sound takes that ability a big step further, by empowering us to connect
clients with specific audiences wherever they are across our digital
portfolio," Jeff Lucas, head of sales, music and entertainment for Viacom
Media Networks, said in a statement.
Surround Sound, we're offering advertisers
sustainable, scalable ability to reach very specific consumers across every
screen we program, from television to online video, premium display, mobile and
even email advertising inventory," Jim Perry, head of sales, Nickelodeon
Group for Viacom Media Networks, said in a statement.
Adobe AudienceManager, Viacom is getting a single view of all of its data
assets, helping the company unlock the value of that data with an unprecedented
cross-platform advertising solution," Chris Robison, senior director of
advertising solutions in the Digital Marketing Business at Adobe, said in a
statement. "Viacom can now deliver extremely relevant audience
segments to its advertisers across its media networks. Time, geography and
content constraints become far less relevant and the audience itself becomes
the focus in a way never before possible."
Viacom Media Networks client-centric, cross-platform sales force, Surround
Sound utilizes Adobe AudienceManager [formerly Demdex], a best-in-breed data
management platform, to help identify and reach key audience segments. Surround
Sound leverages highly proprietary, anonymous first-party data from Viacom as
well as anonymous data from trusted industry partners and providers around demographics,
behavior, geography and purchase propensities, Cogswell said. The
collection and use of anonymous data is done in compliance with Viacom's
privacy policies, he added.
despite already having an existing business relationship with Adobe, Viacom
went through an RFP process to look at the data management platforms out there.
He said Adobe
stood out for two reasons. One reason is Adobe is a platform company and is
not attempting to start a new revenue stream around data, Cogswell told eWEEK
. He also said that having been a
customer of Adobes Omniture analytics services since 2004 meant Viacom was
already familiar with the platform and knew what needed to be done to advance
the move to create and capitalize on Surround Sound and the opportunity it
represents came because we found ourselves leaving money on the table,
conducted beta testing on Surround Sound and received positive feedback,
Cogswell said. Since then, the phone has been ringing, he said.
AudienceManager is a Digital Management Suite (DMS) product that consolidates,
activates and optimizes digitally addressable data from all sources. Adobe
AudienceManager manages advertising data to action and forms multisource visitor
profiles into complex multi-partner advertising distribution opportunities.
AudienceManager is embraced by some of the world's most recognized brands
across diverse industries, Adobe said. Its enterprise-level technology is a
preferred alternative to homegrown systems that are often expensive to build,
operate and maintain, the company also said. Adobe AudienceManager provides the
scale, reliability, insight and performance necessary to power very large
digital advertising programs, yielding digital advertising relevance to Digital
Marketing Suite customers, Adobe officials added.
Viacom is home to the world's premier entertainment brands that connect
with audiences through compelling content across television, motion picture,
online and mobile platforms in more than 160 countries and territories. With
over 2,500 interactive media properties reaching a global audience of nearly
700 million, Viacom's leading brands include MTV, VH1, CMT, Logo, BET, CENTRIC,
Nickelodeon, Nick Jr., TeenNick, Nicktoons, Nick at Nite, COMEDY CENTRAL, TV
Land, Spike TV and Tr3s. Paramount Pictures, America's oldest film studio and
creator of many of the most beloved motion pictures, continues today as a major
global producer and distributor of filmed entertainment. Viacom operates a
large portfolio of branded digital media experiences, including many popular
properties for entertainment, community and casual online gaming.