Viacom Velocity launches Viewprint to 'make the ‘creative + science’ recipe even more potent'
Moms 35+ with two or more children: we love you and you’re a great demographic. But are you being marketed to correctly?
If your answer is no, Viacom Velocity – Viacom’s integrated marketing and creative content division - yesterday announced the launch of Viewprint, a “proprietary data-driven creative map.” The new tool tracks fan passion and affinity across multiple social, linear, and digital platforms which will enable the Velocity team to better develop and target custom campaigns for clients.
Viacom properties have historically been great at identifying and surfacing up-and-coming talent along with understanding and creating pop culture. But times have changed, and when making almost any decision data is expected, if not demanded.
“While instinct still comes first, a little extra secret sauce like Viewprint can make the ‘creative + science’ recipe even more potent,” said Dario Spina, Executive Vice President of Viacom Velocity. “Velocity’s signature is marketing innovation. We are industry leaders in organically integrating client messages into our content, in authentically partnering with social media talent, and now in using our own resources – the most advanced data strategy tools in the business – to even more deeply understand how to connect our ad partners to the consumers they want to reach across our portfolio.”
Viewprint combines behavioral, attitudinal, and social third-party data with Viacom’s own first-party multi-platform viewing data. The launch follows Velocity’s updated Echo Social Graph, which integrates Canvs’s social emotion analysis.