Viacom Is Using Data to Drive Growth

Chanel J Cathey 1 by Chanel Cathey, Viacom

 

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Big Data took center stage at the Ad Age Data Conference in New York City. This meeting of the minds brought together leading data scientists and marketers from around the country to spotlight the powerful connection between analytics and marketing and how companies are using data in smarter ways to meet business needs. In a fireside chat with Ad Age Media Reporter Jeanine Poggi, Viacom’s Kern Schireson, executive vice president of Data Strategy and Consumer Intelligence, shared how the company leverages data to drive growth and how his team brings advanced data products to the marketplace.

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Full Circle: A Viacom Employee’s Journey from Mentee to Mentor

Stuart Winchester by Stuart Winchester, Viacom
Aulston Taylor with UP Mentees at End-of-Year Cere…
Aulston Taylor with UP Mentees at End-of-Year Cere…
Stuart Stuart

4 / 4 Taylor with UP mentees at the year-end celebration at Viacom's Times Square headquarters, Jun… Read More

Aulston Taylor with UP Mentees
Aulston Taylor with UP Mentees
Stuart Stuart
Aulston Taylor with Wallace Post Graduation 821x53…
Aulston Taylor with Wallace Post Graduation 821x53…
Stuart Stuart
Aulston Taylor with Wallace the Intern 821x530
Aulston Taylor with Wallace the Intern 821x530
Stuart Stuart
Aulston Teaching
Aulston Teaching
Stuart Stuart

It was 1993. A 13-year-old boy sat in the bleachers of a Tulane University youth baseball camp in New Orleans. He was geared up to play: cleats tied, baseball uniform on, mitt on the bench beside him. But as camp participants ran drills on the field, the boy sat watching them.

A woman walked by and asked why he wasn’t playing. “My mom couldn’t afford it,” he replied. “I’m here watching my best friend until we head to our summer team’s practice at six o’clock.”

“Come with me,” the woman stated.

That woman was Gina Jones, wife of then Tulane baseball head coach Rick Jones. A phone call to the young man’s mom and he found himself on the field with his best friend. By the end of camp that week, he was named most improved player.

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Great Content Continues to Fuel the Upfronts

Chanel J Cathey 1 by Chanel Cathey, Viacom

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The Ad Age Digital Conference in New York brought together dynamic leaders in advertising and marketing to talk candidly about doing business in this “post-digital” age.  Viacom’s own Sarah Iooss, SVP for Partnerships and Client Strategy joined a panel titled “What’s Coming Next: Upfronts, New Fronts, Cannes and Beyond” with Kris Magel (Chief Investment Officer, Initiative), Laura Molen (EVP, Lifestyle Advertising Sales Group, NBCUniversal) and Peter Naylor (SVP, Sales, Hulu). They reflected on the evolution of the Upfronts and a variety of topics trending from the growth of big data to the impact of on-demand viewing and steaming to the influence of social media measurement.

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Counting for Dummies: A Comprehensive Guide to TV Measurement

Chanel J Cathey 1 by Chanel Cathey, Viacom

The Nickelodeon upfront audience was treated to a bit of industry humor with the debut of a short parody starring Benjamin Flores Jr. and Breanna Yde from the hit Nick series “The Haunted Hathaways.” While hanging out in the Viacom offices in Times Square, the curious child stars stumble upon the fictitious Counting for Dummies: A Comprehensive Guide to TV Measurement.

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Viacom Velocity Launches YouTube Channel, Spoofs Parenting in Social Media Age

Daina Amorosano by Daina Amorosano, Viacom

Viacom Velocity, our creative hub for branded content, launched its YouTube channel this week. Velocity (which bills itself a love child of innovation and collaboration on its website) bids viewers hello with its first YouTube video, “How To Raise A YouTube Star” — a spoof tutorial and parody of parenting in the social media age. Read More

Dauman. Costolo. Sorrell. THE CANNES DEBATE 2014.

Sawyer by Mark Jafar, Viacom

Cannes Debate

Coming this summer to a theater near you.

If you happen to live on the French Riviera, anyway (and if you do, what are you doing spending your time on corporate blogs?)

If you don’t, however, and you won’t be at the Cannes Lions International Festival of Creativity next month, fret not.  Beginning today, public voting opens for which Cannes Lions sessions will be streamed live via YouTube.  The always spirited Cannes Debate, hosted annually by WPP CEO Sir Martin Sorrell, is among them and will feature Twitter chief Dick Costolo and our very own Philippe Dauman, President and CEO of Viacom.  Read More

Jeff Lucas on Value of Tapping into Viacom Creative Assets

Chanel J Cathey 1 by Chanel Cathey, Viacom

Jeff Lucas, head of sales for Viacom Music & Entertainment, is down in New Orleans this week at the American Association of Advertisers (4As) annual conference Transformation 2013: The Idea Effect to participate in a panel discussion entitled “The death of network television is greatly exaggerated.” (Spoiler alert:  Jeff agrees with that point of view.)  Jeff is joined by media ad sales luminaries David Levy of Turner, JoAnn Ross of CBS, Linda Yaccarino, NBCUniversal, and moderator Abby Klaassen of Ad Age.  

That’s a lot of great thinkers and thoughts to cram into one 40 minute (!) session, so the event organizers understandably asked panelists not to bring reels.  But what’s a discussion of creative transformation without a little creative sizzle to show?  That’s why we’re lending Jeff some space here on the blog this morning to post a few key examples of campaigns and creative where Viacom has driven value for marketers across its media assets.  Check ‘em out below and, if you’re lucky enough to be in the Crescent City this morning, enjoy the 4As.

Creative Assets

Serving Advertisers in ‘Surround Sound’

Sawyer by Mark Jafar, Viacom

Last Wednesday, Viacom introduced Surround Sound, a new sales capability through which it can connect advertisers with highly specific audience segments – connecting the dots between first and third-party data to get at user attributes including interests, behaviors, demo, geolocation and more – wherever they are across Viacom’s digital portfolio…online video, online display, mobile and email.

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