MTV UK and Ireland is upping the targeting opportunities for advertisers across its digital and social media portfolios while extending the amount of inventory available for show brands including its highest-rating reality show Geordie Shore.
The Viacom-owned brand has launched a new tool called Boost, based on technology from RadiumOne, designed to open up new inventory across its digital platforms and let advertisers tap into audience insight and targeting across MTV’s two million-strong social media unique users.
Advertisers can use the tool to track the behavioural habits of visitors to MTV’s UK website and its social media channels spanning Facebook, Twitter and Instagram, to better understand the expectations and demands of the audiences, insight which can use for retargeting.
MTV will use the insight to help shape its own content output on its site and branded social media channels, of which Facebook and Twitter have 242 million and 27 million followers respectively. Geordie Shore has more than 16 million fans and followers across all social networks.
It will also use the insight to help inform its ad targeting service for clients. Using the tool advertisers can track the onward journey of anyone interacting with MTV’s content and target them with relevant messages using inventory acquired via real-time bidding platforms.
Duncan McCrum, head of digital sales and marketing, MTV UK & Ireland, said: “This is a genuinely innovative sales tool that really will boost MTV’s online sales proposition, offering our advertisers the opportunity to take full advantage of the massive popularity of MTV’s content on social media platforms through a single point of sale.”
The tool will initially be used by MTV’s UK and Ireland digital sales team Be Viacom, but is expected to be adopted by the international team for use in additional markets.