Signing with Comcast, Viacom Continues to Enhance Advanced Advertising Capabilities

by Stuart Winchester, Viacom

Viacom has spent years finding better ways to match advertisements with audience. Last March, the company was a founding member of the OpenAP advanced audience platform. Its 2017 renewals with Charter and Altice USA included advanced advertising components. And CEO Bob Bakish has consistently emphasized the importance of continuing to develop these capabilities.

“….on the advanced advertising space, Viacom is clearly the market leader,” Bakish said at the UBS Global Media and Communications Conference in December. “…So I think that is a very exciting road ahead.”

Indeed. Especially since Viacom has now signed a multi-year agreement with Comcast that will further boost its advanced advertising and data capabilities.

The mutual advantages are clear. Viacom has a nationwide reach and deep advanced advertising expertise. Comcast, through anonymized data mined from set-top boxes in subscribers homes, knows who is watching which shows and can match that audience to ads using powerful tools developed through its FreeWheel unit. Together, they can better monetize ad inventory across premium video-on-demand and linear content.

“Today’s announcement reflects Viacom’s commitment to developing more expansive relationships with our distributors,” said Viacom Executive Vice President and Chief Data Officer Kern Schireson. “This new partnership with Comcast and FreeWheel builds on Viacom’s connections with valuable, diverse audiences and Comcast’s reach and data leadership, to create an advanced advertising platform with scale and sophistication. Marketers increasingly demand the ability to reach the right customers at the right time in a premium, trusted environment, and this transformative partnership furthers our ability to unlock greater value for our brand partners and accelerate the future of television advertising.”

“Viacom and FreeWheel have a shared goal of enhancing the value of the entire TV ecosystem,” said FreeWheel Executive Vice President and General Manager David Clark. “To do so, we believe in a shared vision of a TV and premium video unification roadmap that will accelerate the integration of TV’s broad reach and quality content with advanced cross-platform targeting, measurement and optimization capabilities.”

NBCU, which is a part of Comcast, also aligned with the OpenAP consortium last week.

An Open Letter to the Industry from Fox Networks Group, Turner and Viacom

Along with Fox Networks Group and Turner, we are pleased announce OpenAP, TV’s Advanced Audience Platform. Founded by a consortium of television publishers and operated by a leading, neutral third-party auditor, OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent measurement.

The letter can be viewed below.

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MTV Slays at the Cannes Lions Festival: Let’s Hear a Roar of Applause

Every year in June, hundreds of creative agencies, tech companies and media powerhouses converge in the South of France for The Cannes Lions International Festival of Creativity. It’s a celebration of the year’s boldest ad campaigns; a chance to attend seminars with industry experts and drink champagne on yachts along the French Riviera.

The most visionary companies leave with the coveted Cannes Lyon Award—essentially the Oscar trophy of the advertising world.

You might remember 2015’s trippy, GIF-inspired VMA green-screen. The creative encouraged fans to download photos of their favorite VMA artists, such as Miley Cyrus, and customize them with fan art, emojis, and flying tacos.

Now the psychedelic promo has won a Cannes Gold Lion.

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Breaking Down Viacom Velocity in Four Key Points

by Zac Coe

1. Higher creative standards are standard.

Viacom Velocity is a full-service marketing and creative content team within the Viacom Marketing and Video Partner Solutions group, built to super-serve our advertising partners.

2. With great marketing comes great responsibility.

We build strategic and creative custom content solutions across all platforms that connect our partners seamlessly into the fabric of our brands, driving value for our partners and loyalty with our fans.

3. Viacom Velocity is where innovation meets collaboration.

Our innovative, data-driven marketing products like Echo, Vantage, Viewprint, Social Talent Platform and the Velocity Content Network create even more ways for our partners to connect with our audiences wherever they are.

4. Its got that new website smell.

We’ve refreshed our website to reflect our newest work, products and capabilities, plus company news and a whole lot more.

Check us out at

Velocity Content Network Explained in 3.5 Lines (Plus a Funny Life Hack Video)

A few weeks ago, Viacom launched the Velocity Content Network (VCN)​, a new division of our Viacom Velocity integrated marketing and creative content team. But what the heck is it, exactly, and what does it do? Here’s a quick overview:

1. The Velocity Content Network creates social media branded content (such as funny, entertaining videos) that actually guarantee advertisers a certain number of views.

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Five Things You Need to Know about Viacom’s Global Snapchat Partnership

by Stuart Winchester, Viacom

​​​​​​​​​​​​​​​​​​​​​​​​​​​​​Here’s what you need to know about Viacom’s global partnership with Snapchat.

​1) You will “Discover” more Viacom on Snapchat than ever before. Two Viacom channels join Snapchat’s outrageously popular Discover feature: International Comedy Central and U.S. MTV. This complements the domestic Comedy Central and international MTV channels that already live there. It also means more videos like this from Australian rockers 5 Seconds of Summer:

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Diversity in Advertising: Where ‘Multicultural’ Meets Madison Avenue

by Chanel Cathey, Viacom

BHM pic right

As part of its celebration of Black History Month, The BEAT, Viacom’s Black employee affinity group, and the Office of Global Inclusion, hosted a powerhouse panel of industry insiders for “Multicultural vs. Cross-Cultural: A Discussion of Ad relevance.” The panel, featuring Daniel Cherry (Vice President, Consumer Planning & Research, Diageo North America), Phil Colon (Co-Founder, Project 2050), Bozoma Saint John (Director of Music and Entertainment Marketing, Pepsi-Cola North America) and Tiffany Warren (Senior VP, Chief Diversity Officer Omnicom Group) and Louis Carr (President of Media Sales, BET) as moderator, took a close look at how the advertising industry markets products and programming to diverse population. Read More