Vantage: Viacom's advantage in wooing advertisers heading into upfronts

At the frontend of this year’s upfront season, Viacom this week announced the launch of two new offerings - Vantage Target Discovery and Vantage Instant Audience – under Viacom Vantage, the data-driven marketing solutions suite.

Target Discovery will help advertisers identify “persuadables,” or, a group of people who haven’t yet shown affinity toward Brand A, but based on loyalty to Brands B and C, may be amenable to the advertising of Brand A. Instant Audience will make Vantage available to more clients by simplifying the targeting process.

With Instant Audience and Target Discovery, along with Velocity Content Network, Viewprint, and Echo Social Graph 2.0, Viacom and its Marketing & Partner Solutions (formerly "Ad Sales") team is going into this year’s upfronts with a clear message: the opportunity to advertisers is much, much larger than commercials during MTV shows or tentpole events; Viacom has access to audiences and a lot of data about them, and advertisers can leverage this across linear TV, Snapchat, Twitter, and other channels.

“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 Viacom ahead of the industry,” said Jeff Lucas, Head of Marketing & Partner Solutions, Viacom. “Brands never stop wanting to connect with our fans in authentic ways, and no one can deliver the quality and scale of those connections like we can.”

Adam Flomenbaum

Adam Flomenbaum is a global leading expert on social television, over the top platforms, TV Everywhere, and content marketing. Flomenbaum has written for Dime Magazine and Brooklyn’s Finest (ESPN TrueHoop). In January 2014, he began contributing to LostRemote, a leading social TV blog, and was named editor in October 2014.

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