“Yellowstone” Most-Watched Cable TV Series of the Summer, Drives Millions of Digital Views

John Dutton (L- Kevin Costner) spends some quality time with grandson Tate (R- Brecken Merrill), but it also leads to a close call.

Paramount Network has hit a goldmine with scripted series Yellowstone, drawing the second-highest number of viewers of any cable TV show in 2018 and racking up more than 20 million digital views.

The Kevin Costner-led drama, which aired its season finale last week, is now the most-watched series not only in Paramount Network’s brief history, but also in nearly 15-year run of predecessor network Spike TV. Yellowstone reached an average of 5.1 million viewers weekly throughout its nine-episode first season, garnering the largest audience for an ad-supported new cable series since FX’s The People Vs. O.J. Simpson in 2016 and earning a 1.47 rating among the coveted 18-49 demographic. Among ad-supported cable dramas, only The Walking Dead has attracted a larger audience in 2018.

On the digital front, the summer hit from the seven-month-old network mirrored Viacom’s larger success across digital platforms. Season 1 content generated more than 12 million streams across Paramount owned-and-operated platforms and received over 9 million transactions on video-on-demand — the highest consumption for any Paramount Network series in channel history.

The success proves the newcomer network made a smart decision by recruiting big-name talent such as Oscar-nominee Taylor Sheridan — who wrote and directed the series — to drive its premium scripted lineup.

“When we launched, we wanted to build two nights of scripted entertainment,” Paramount Network President Kevin Kay told The Hollywood Reporter. “Now we know Yellowstone can anchor one of them.”

Yellowstone follows the Oscar- and Emmy-winning Costner as John Dutton, owner of a prominent and enormous Western ranch that has been passed down through generations in the Dutton family while he tackles the obstacles of keeping up with his adult children and making sure his land remains safe.

The finale of Yellowstone brought in 5.4 million viewers (L+7) and ranked as the top ad-supported episode of scripted television since April. The series accounted for 9 of the 10 largest audiences on ad-supported cable this summer (excluding news and sports). Season 2 production is already in the works with a debut set for 2019. Filming will take place in Utah and Montana, with Costner returning in his lead role.

Viacom Boosts Digital Presence, Showcases Classic Content as NickSplat Launches on VRV

by Stuart Winchester, Viacom

Nickelodeon’s canon runs deep: AAAHH!!! Real Monsters, All That, Are You Afraid of the Dark?, CatDog, Clarissa Explains It All, Doug, Kenan & Kel, Legends of the Hidden Temple, Rocko’s Modern Life, The Angry Beavers and The Wild Thornberrys.

Beginning today, these and many other Nick favorites – nearly 30 altogether – are available on NickSplat, an over-the-top destination served up a la carte or as part of the VRV platform. The channel, with its treasure chest of classic Nick shows, serves as both the latest evidence of Viacom’s deliberate move into the digital arena and an affirmation of its brands’ enormous reserves of intellectual property.

“Viacom’s content – including our deep library of genre-defining television – is highly in demand, and our audiences are always looking for new and innovative ways to enjoy our programming,” said Viacom Executive Vice President of Distribution and Business Development Partnerships Sam Cooper. “We’re committed to finding the best partners to bring our individual brands direct to the consumer, and this relationship with VRV is an exciting step forward in our strategy.”

The NickSplat launch over VRV builds on a series of recent moves to widen Viacom’s content footprint within the digital universe, both via the company’s own channels and over third-party platforms. In June, Nickelodeon announced that it would produce two seasons of Pinky Malinky for Netflix, while MTV would revive Real World, Daria, Aeon Flux and other classic shows for as-yet-to-be-announced platforms. Awesomeness, which Viacom recently acquired and folded under its Viacom Digital Studios umbrella, has a strong track record of third-party production, evidenced most recently by To All The Boys I’ve Loved Before, which debuted earlier this month on Netflix.

This studio model complements a general ramping up of premium content production throughout the Viacom ecosystem, from the explosive growth of Viacom Digital Studios to the consolidation of its global network into Viacom International Studios to the zero-to-$400-million-in-projected-annual-revenues ascendance of Paramount Television.

VRV is the premiere launch partner for NickSplat, and Viacom will curate content for the channel throughout the partnership. The $9.99-per-month service joins a roster of 12 channels – including Crunchyroll, Funimation, Rooster Teeth, Shudder and more – along with exclusive series such as HarmonQuest, Killjoys, Thundercats and Gary and His Demons.

Awesomeness’ Netflix Romcom Showcases Viacom’s Digital, Premium Content Strategies

by Stuart Winchester, Viacom

It’s a worst-nightmare-come-to-life scenario for teenage Lara Jean Covey (Lana Condor): five fawning secret love letters disappear from her room and turn up in the mailboxes of her five crushes. The mortified scribe soon finds herself in an elaborate tap-dancing deception involving her sister’s ex-boyfriend Josh (Israel Broussard), and her school’s resident superhunk Peter (Noah Centineo).

This is the setup for To All the Boys I’ve Loved Before, an Awesomeness Films production based upon the Jenny Han novel of the same name and currently airing on Netflix. The wellreviewed romantic comedy is the first that the studio has released since joining Viacom and the latest in a long line of movies Awesomeness Films has produced for digital platforms, including last summer’s You Get Me on Netflix.

The film’s release over a popular streaming platform affirms the strategic importance of last month’s acquisition, as Awesomeness’ production capabilities and relationships with third-party platforms fuel Viacom’s mission to amplify its digital presence and significantly boost its volume of premium content production.

Wrapped under the Viacom Digital Studios (VDS) umbrella, Awesomeness’ output – which also includes a TV division that produces series such as Hulu’s All Night  and forthcoming Light as a Feather, as well as YouTube Premium’s Foursome – bolsters an already-surging unit that drove 7 billion digital streams last quarter and significantly grew year-over-year video views (+112 percent) and watch time (+104 percent). VDS, which is still in its nascent phases, has an additional 600 hours of new, original digital content in the pipeline.

“The [Awesomeness] team brings strong digital expertise, deep connections with top talent and influencers, and a robust branded content studio and creative agency that will accelerate the growth and scale of Viacom Digital Studios,” VDS President (and Awesomeness alum) Kelly Day said when the deal was announced.

To All the Boys also debuts at a time when Viacom is significantly ramping up its productions for third-party platforms, both through Paramount Pictures’ Paramount Television production unit and a studio model that mines the company’s deep content vault and translates that intellectual property into new programming. Paramount Television expects to bring in more than $400 million in fiscal 2018 on the back of hits such as Netflix’s 13 Reasons Why and Amazon’s Jack Ryan, while Nickelodeon is producing Pinky Malinky for Netflix and MTV revives fan-favorites The Real World, Daria, Made and others. The newly formed Viacom International Studios has established a powerful generator of Spanish- and Portuguese-language content, with shows for Netflix, Amazon, Telemundo, Fox and others.

Viacom Gets All Kinds of Awesomeness

by Stuart Winchester, Viacom

AwesomenessTV Holdings, LLC (aka Awesomeness), a media company and leading digital-first destination for original programming, has established an unparalleled connection to GenZ – that coveted up-and-coming cohort born along with the tech revolution of the mid-1990s. Fed by strong relationships with top digital talent and influencers, Awesomeness has accumulated 6.4 million YouTube subscribers and another 158 million subscribers on its Awesomeness Network, becoming the premiere digital media network for the most digitally savvy cohort in history.

And now Viacom is acquiring Awesomeness, which will live under Viacom Digital Studios (VDS) and play an important role in Viacom’s robust and growing premium content production ecosystem, drive additional growth at VDS, and strengthen Viacom’s established digital and social relationships and dominance in youth culture.

“Awesomeness has done an incredible job building their brand into a digital media powerhouse for today’s most sought-after and hard-to-reach youth audiences,” said Kelly Day, President of Viacom Digital Studios and former Chief Business Officer of Awesomeness. “The team brings strong digital expertise, deep connections with top talent and influencers, and a robust branded content studio and creative agency that will accelerate the growth and scale of Viacom Digital Studios.”

Andie is on a mission to shake her stigma with the help of her three best friends in “Foursome,” which airs on YouTube Premium. Starring Jenn McAllister, Rickey Thompson and more.

Viacom is already a top player in youth culture, having curated strong audience connections with kids via Nickelodeon and young adults via MTV. The addition of Awesomeness’ young teen fan base further strengthens this broad demographic reach, while Awesomeness’ strong existing relationships with digital platforms, talent and influencers complements VDS’ existing efforts to reach these GenZ consumers on the mobile, social and digital platforms they call home.

While VDS has been growing briskly – more than tripling digital streams since 2016 and doubling YouTube subscribers over the past year, as total social views and watch time soared by 112 and 104 percent, respectively – Awesomeness’ dedicated sales force, branded content studio, and existing relationships with brands such as Hollister, Gatorade and Invisalign will further drive VDS’ growth and profitability. Awesomeness’ expertise across digital programming and distribution, production, talent management and audience development will also help fill out VDS’ still-growing staff.

With distribution deals with major SVOD players and its own Emmy-winning, youth-focused studios that have produced 200 hours of long-form television and feature film content, Awesomeness’ proven content development and production abilities are an especially good fit for Viacom, which has moved deliberately to ramp up its capabilities in this area recently: consolidating several operations across the Americas into Viacom International Studios to service global markets; moving to a studio model under which Nickelodeon, MTV and other brands will license and produce shows based on intellectual property for third-party platforms; and building Paramount Pictures’ Paramount Television production arm from scratch into a $400-million-and-growing annual business.

During an all-night, lock-in graduation party, a group of new grads will do whatever it takes to make their remaining high school dreams come true in “All Night,” which airs on Hulu. Starring Jenn McAllister, Eva Gutowski, Teala Dunn, Jake Short, Brec Bassinger and more.

Awesomeness alumni have already been helping to power Viacom’s transformation in this increasingly digital and mobile age: VDS President Kelly Day, VDS Executive Vice President of Talent and Development Paula Kaplan, and Paramount Players President Brian Robbins – who co-founded Awesomeness in 2012 with Joe Davola – each joined Viacom directly from Awesomeness, a testament to that entity’s penchant for producing top-grade talent.

Bellator Takes the Fight Online in Nine-Figure Deal with DAZN

by Stuart Winchester, Viacom

NEW YORK, NY – JUNE 26: (L-R) Quinton “Rampage” Jackson, Gegard Mousasi, Scott Coker, James Rushton, Rory MacDonald, Wanderlei Silva and Lyoto Machida attend the Bellator-DAZN announcement press conference on June 26, 2018 at Viacom in New York City. (Photo by Dave Kotinsky/Getty Images for Bellator MMA)

In recent months, Bellator MMA has crisscrossed the globe, hosting fights for its international fan base in such diverse locations as London (Bellator 200), California (199), Budapest (196) and Israel (188), among others.

Now, the Viacom-owned global combat sports franchise is queueing up fight cards for a totally new destination – online, via a nine-figure deal with international live sports streamer DAZN.

The streaming deal plants an important digital component into Viacom’s ever-expanding live-events business while expanding Bellator’s global footprint and injecting the league with the additional financial resources it needs to expand its roster.

Noting that Bellator had become a “significant revenue generator” since Viacom acquired the property eight years ago, Viacom CFO Wade Davis underscored the importance of live events to the company’s growth strategy.

“Viacom has led the industry in creating iconic, fan-centered events through MTV’s VMAs, the BET Experience that happened in L.A. last weekend, the CMT Music Awards, and Comedy Central’s Clusterfest,” Davis said, speaking at a press conference at Viacom’s Times Square headquarters announcing the DAZN partnership. “Nobody does live events the way we do, with the combination of a focus on brand, talent and sponsors, all expressed across multiple platforms.”

Bellator intends to invest at least some of the proceeds from this streaming agreement into its roster, enhancing the live experience with a dynamic group of fighters.

“This deal will allow the roster to continue to expand, and an expanded roster means bigger fights,” Paramount Network, TV Land and CMT President Kevin Kay said at the press conference. “It means we’ll be able to give our best fighters more opportunities to do what they do best. So more fights that the fans want to see. Everybody wins.”

While MMA fans in 162 countries can already view Bellator events through local television partners, this streaming agreement will add a popular online platform to the mix. DAZN has spent several years steadily building itself into an online destination for sports fans in Canada, Germany, Austria, Switzerland and Japan. With the Bellator deal – and a recent agreement that granted DAZN U.S. streaming rights to the World Boxing Super Series – the streamer is set to enter the United States in September. DAZN will also soon expand into Italy.

“On DAZN’s worldwide platform, our fights will be seen live for the first time to new audiences around the globe,” said Bellator President Scott Coker.

Under the agreement, Perform Group-owned DAZN will exclusively stream seven annual fight cards, and will simulcast another 15 that air on Paramount Network. All fights will stream in all DAZN markets.

“It’s simple; fans want to see great fighters in competitive fights so we’ve handed the keys to Scott Coker and his venerable team to go out and recruit even more top-level talent to further stack Bellator fight cards and build on their success,” said DAZN CEO James Rushton.  “With the combination of this investment and our recent announcement to bring more than 30 nights of boxing to the platform annually, DAZN will be a must-have for fight fans in the U.S.”

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Viacom Launches Digital Studios at First NewFront, Ramping Up Online & Mobile Content Pipeline

by Stuart Winchester, Viacom

Laugh with Majah Hype, wake up with Nikki Glaser, cook with Snooki, get animated with JoJo – and do it all on your phone.

Viacom Digital Studios (VDS) is here, poised to deliver hundreds of hours of premium digital content that will transport digital native stars from BET, Comedy Central, MTV and Nickelodeon to the social and mobile platforms where their fans live.

This was the headline of Viacom’s spectacular first NewFront event earlier this week at Manhattan’s Chelsea Piers, where the company marched confidently into the digital realm by detailing dozens of new short-form properties to feed its massive online social footprint of more than 850 million fans, elaborating on new content deals with Snap and Twitter, and announcing an expansion of its recently acquired VidCon conference to London this February.

“The launch of Viacom Digital Studios is an amazing opportunity to reimagine our iconic brands for a new generation of young, mobile-first audiences,” said VDS President Kelly Day. “We’re bringing the power and scale of Viacom’s global content engine and storytelling capabilities to entertain and engage our fans whenever and wherever they’re consuming content.”

VDS has been steadily ramping up since Day joined Viacom late last year, jolting year-over-year social video views and minutes viewed in the U.S. upward by 70 (to 4.3 billion) and 78 percent (to 4.7 billion), respectively.

The digital studio is a lynchpin of Viacom CEO Bob Bakish’s revitalization plan, as the company moves deliberately to expand its core television business onto next-generation platforms.

“… if you can think about all the time spent on mobile and all those devices out there, I think you quickly realize what a powerful growth engine that will be for our business,” Bakish told a crowd of investors at the Morgan Stanley Technology, Media & Telecom Conference in March.

While Viacom’s digital content will run across YouTube, Facebook, Instagram, and other channels, the company’s NewFront highlighted new global original content deals with Snap Inc. and Twitter.

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Viacom Posts Strong Second Quarter 2018 Earnings, Revitalization Accelerates

by Stuart Winchester, Viacom

Viacom posted strong second quarter 2018 earnings this morning, outperforming projections with significant gains in both adjusted operating income and adjusted earnings per share as the company accelerates its pivot from stabilization and revitalization to growth.

Double-digit gains across all international Media Networks revenue streams, Paramount Pictures’ return to profitability, ratings increases at key flagship networks, significant benefits from cost savings, further diversification into live events and other adjacent businesses, and an increased focus on next-generation platforms and solutions all set Viacom on a trajectory toward a full fiscal year of growth.

“Viacom continued to accelerate progress against its strategic priorities, delivering improvements across key metrics in the quarter,” said Viacom President and CEO Bob Bakish. “Our flagship brands increased audience share among important demos for the fourth consecutive quarter, and we saw sequential improvements in domestic advertising and affiliate revenue performance. Internationally, Viacom continued its winning streak, achieving double-digit revenue and profit gains in the quarter while expanding its global footprint through new channel launches and innovative mobile distribution deals across Europe and Asia. Our cost transformation initiatives are well under way; we anticipate more than $100 million in cost savings in fiscal 2018, and now expect over $300 million in run-rate savings in fiscal 2019 and beyond.

“At Paramount Pictures, turnaround efforts have firmly taken hold as the studio improved margins and returned to profitability. This month’s outstanding box-office performance of A Quiet Place, the first film produced and released under the new team at Paramount, is a clear sign of our progress.

“Viacom also took strides to advance its participation into next generation platforms and solutions. We continued to benefit from growth in the vMVPD space, delivered revenue gains in Advanced Marketing Solutions, and significantly increased original content production through Viacom Digital Studios to drive off-linear consumption. Additionally, we continue to diversify into adjacent businesses by building on our live events strategy with upcoming tentpoles including Comedy Central’s Clusterfest, the BET Experience, Nickelodeon’s U.S. debut of SlimeFest and our first-ever VidCon.”

Viacom’s core business continues to strengthen

Improved performance throughout Viacom’s core business – domestic and international Media Networks and Paramount Pictures – allowed the company to meet or beat guidance on key metrics year-over-year for the quarter, producing five percent adjusted operating income growth and a 16 percent jump in adjusted earnings per share.

Domestically, both advertising and affiliate revenues increased. Viacom’s flagship brands (NickelodeonNick Jr.MTVBETComedy CentralParamount Network), grew audience share year-over-year for the fourth consecutive quarter, while the company continued to hold the top share of basic cable viewing in key demos, including adults 18-34, African-Americans, and kids 2-11. BET grew year-over-year ratings and share by double digits for the third consecutive quarter, while VH1, CMT and TV Land notched year-over-year growth in audience share and ratings. MTV’s programming resurgence continued, with a third straight quarter of year-over-year primetime ratings growth led by Jersey Shore: Family Vacation, which, with 10 million viewers on its opening weekend, was the biggest unscripted cable premiere since 2012.

Viacom International Media Networks is on pace for another record year after posting double-digit increases in profitability, as well as across all revenue streams.

Paramount Pictures returns to profitability

After notching a $75 million year-over-year improvement in adjusted operating income under its new management team, Paramount Pictures raised the curtain on the third quarter with the release of smash hit A Quiet Place. The film rode overwhelmingly positive critical response and deft marketing to the studio’s best opening since 2016 and the second biggest domestic opening so far this year, earning more than $200 million in its first three weeks alone on just a $20 million production budget. Additionally, the studio’s Paramount Television production business anticipates $400 million in revenues this year. Behind these and other catalysts, Paramount expects meaningful improvement to its full-year adjusted operating income for the full fiscal 2018.

Viacom is aggressively increasing its digital output on next-generation platforms

Anchored by 850 million social media followers, the newly formed Viacom Digital Studios is poised to create more than 600 hours of short-form original content this year. This quarter alone, social video views shot up 70 percent (to 4.3 billion), and domestic minutes viewed increased by 78 percent (to 4.7 billion minutes) year-over-year.

The addition of Nickelodeon’s Noggin app to Amazon and a renewed agreement that adds more Viacom content to Snap’s programming slate, in addition to recent and forthcoming mobile deals, will continue to expand the reach of Viacom’s increasing volume of on-the-go-content.

Growing ad revenue through Advanced Marketing Solutions

Viacom today detailed how its Advanced Marketing Solutions (AMS) portfolio would provide even greater opportunity to take advantage of new advertising platforms. The company also broke AMS – which increased its revenue 29 percent in the quarter – into two basic categories:

  1. Advanced addressable video inventory contains advertising units that Viacom can target to consumers, either through its brands’ apps, or by using set-top-box data from its advanced advertising partners, including Comcast, Charter and Altice USA.
  2. Brand solutions is a bundle of consulting, creative services and associated activations that includes social campaigns led by influence marketers WHOSAY, creative integrations with in-house integrated marketing and creative solutions team Viacom Velocity, and experiences at retail stores or Viacom’s growing portfolio of live events.

Viacom live events and consumer products lines continue to grow

Viacom continues to reinforce its brands and drive revenue through live events, recreation, consumer products and other business lines. This quarter marked a nearly 100 percent increase in live-event attendance over 2017, and there are plenty more events in the pipeline, including Comedy Central’s Clusterfest, the BET Experience, Nickelodeon SlimeFest, and the first VidCon since the online video conference joined Viacom – all of which should serve to double live-event and recreation revenue this year.

Viacom’s future looks strong

“Looking forward, we see continued momentum as we pivot from stabilization and revitalization of our business to a new phase of growth,” Bakish said.

To see what Viacom will debut in the months ahead, scroll through the timeline below, or click here to view the full-screen version.

A Viacom Employee Panel: Staying Healthy and Positive in the Social Media Age

With the emergence of social media as a source for news, it is little surprise that it has also become a social activism platform. But how do you know which movements are credible? Do you fact check news before believing it? Where exactly is social media taking us?

These were only a few of the many questions discussed at the Activism in Media Panel in honor of Black History Month, organized by The BEAT – Viacom’s employee resource group dedicated to the African-American experience – at the company’s Times Square headquarters.

Kimberly Renee Selden, content producer, educator, and founder of The Global Media Project, moderated this conversation among four influential media voices, each of whom shared a background in media and a common drive to pave the way for others.

The panelists:

Charles Coleman Jr. is a civil rights attorney who established E.D.G.E, a movement focused on inspiring the next generation of leaders and creating more positive examples of manhood for young men.

 

 

 

Eunique Gibson Jones is a content creator, director, and speaker who develops campaigns that ignite conversations and introspection. She also founded Because of Them We Can, a movement that empowers the next generation to honor the legacy of their ancestors.

 

 

Nantasha Williams is a well-respected political strategist, social architect and community engager, who successfully played a role in organizing the enormous 2017 Women’s March.

 

 

 

Steven Roberts is a director of video for MTV News, who helped re-establish the brand’s voice with a new generation of engaged young people.

 

 

 

 


Social Media Activism: The Pros and Cons

Instagram, Facebook, Twitter, or Snapchat have obvious upsides – giving voice to the voiceless, quickly disseminating information, providing optimal platforms for engagement – but the panel also uncovered some of the downsides, including the spread of disinformation, the cultivation of short attention spans, and a lack of true depth from so-called “engagements.”

Gibson Jones elaborated on a real-life consequence of short attention spans: “Last February, I ran a campaign for Because of Them We Can. On February 1 we like to kick it off for Black History Month, but at the same time our video went up, Beyonce announced that she was having twins!”

The lesson: do not underestimate the importance of strategic timing to the success of social media activism.

Viacom employees with the panelists after the Activism in Media panel at 1515 Broadway in New York City in honor of Black History Month. Photo by Natasha Nieves.

The Power of Positive Storytelling on Media

When creating a movement, it is important to stay positive and consistent, to maintain the mission, values, purpose, and story of that movement and keep people engaged and motivated.

“The stories that we tell and how we tell them have a direct impact in terms of our own self- image as well as our images around others,” said Coleman Jr. “Those in the creative process have a tremendous power to shape narratives. My personal goal and what I am currently working on is creating a platform to reconstruct the narrative of young men of color, so that they can see themselves in higher power, and know that their goals are attainable. Positive stories are visualization, and visualizations become reality.”

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Viacom Gets Social with 47 Finalist Spots for 2018 Shorty Awards

by Stuart Winchester, Viacom

From iconic award shows to hilarious late-night programming, from fun kids’ polls to incisive cultural exposés, Viacom’s properties echo across the social media universe. The breadth of this digital-social footprint is on display in the 47 Viacom finalists for this year’s Shorty Awards, an annual celebration of the best in social media.

MTV, which has been surging behind a reinvigorated programming lineup, earned 13 nods, including one with Viacom’s Velocity in-house branded content agency and two with influence marketing shop WHOSAY, one of the company’s newest additions. WHOSAY is a finalist in four additional categories, while Velocity is competing in 10 more, including three nominations for its long-form Culture of Proximity documentary.

Paramount Network, Viacom’s newest U.S. channel, debuted strong with a pair of nominations, while Nickelodeon (five nominations), TV Land (three), and Comedy Central (two) also appear in multiple categories. Viacom’s International Media Networks check in with three nominations for their work around the MTV EMAs, while Paramount Pictures, VH1, and Spike (which Paramount Network replaced in the U.S.) each earned one. Viacom itself earned two nominations for the debut of its Hype & Influence series, a video exploring America’s relationship with hip-hop and black culture.

A full list of Viacom’s finalists is below, along with links to details about each nomination and a selection of work.

MTV

Brand Identity – TRL (MTV)

Twitter Presence – TRL (MTV)

Integration with Live Television – TRL (MTV)

Snapchat – 2017 VMA Snapchat Coverage (MTV)

Instagram Partnership – VMA Nominee Announcement on Instagram Live (MTV)

Chatbots – VMA Best New Artist Voting Chatbot (MTV)

Snapchat Discover Story – Girl Code Snapchat Series (MTV)

Snapchat Discover Story – MTV Cribs Snapchat Series (MTV)

360 Video – Fifth Harmony: Road To The VMAs in 360° (MTV)

Live Event Coverage – 2017 MTV Video Music Awards (MTV)

Augmented Reality – AR MTV Moon Person (Viacom Velocity, MTV)

Brand Identity – 2017 MTV Video Music Awards: Pushing The Limits with Josh Peck (WHOSAY, MTV)

Video Pre-Roll – 2017 MTV Movie & TV Awards: Getting Ready With Me (WHOSAY, MTV)

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Viacom to Welcome Proven Partner: Influence Marketing Company WHOSAY

by Stuart Winchester, Viacom

Viacom has signed a definitive agreement to acquire WHOSAY, an influence marketing company whose deep reach into next-generation advertising and marketing platforms and solutions will boost Viacom’s capabilities across advertising, marketing and digital content.

Partnering with some of the world’s most recognizable brands, WHOSAY does everything from crafting campaign strategy to casting influencer talent to producing premium content and live events to analyzing data and performance.

An important piece of Viacom’s strategic plan

Viacom’s acquisition of WHOSAY will be an important component of the business strategy laid out by CEO Bob Bakish, who has frequently discussed the necessity of further expanding onto emerging digital platforms and beefing up the company’s already considerable advanced-advertising capabilities.

“One objective is accelerating our participation in next-generation platforms and solutions,” Bakish said, outlining his principle 2018 objectives at the UBS Global Media and Communications Conference in December. “So those are things like the over-the-top business, where we see significant opportunity on the virtual MVPD [multichannel video programming distributor] side, also the direct-to-consumer side, and related to that, the advanced advertising side. And this is not something that we’re making up … we had about $350 million of business there across those sectors [in 2017], and we believe that’s a $1 billion business by 2020.”

A proven partner

This acquisition will unite two engaging storytellers, fusing Viacom’s global content engine, diverse audience and best-in-class advanced advertising tools with WHOSAY’s precision ability to seamlessly match brand objectives with talent and creative, and optimize the message through omnichannel distribution.

WHOSAY has already executed more than 50 campaigns for MTV, BET and other Viacom brands over the past two years, crafting activations that feature top influencers such as singer/songwriter LeToya Luckett for November’s BET Soul Train Awards, and rapper Lil Yachty and actor Keegan Allen for the MTV Movie & TV Awards in May.

https://www.instagram.com/p/BTnZWW6l0jj/?taken-by=keeoone&hl=en

“We’re excited about a deeper integration with WHOSAY and the strength of our combined capabilities,” said Viacom Head of Marketing & Partner Solutions Sean Moran. “This partnership will add to our linear, digital and mobile arsenal by bringing us further into the world of social media and shopper marketing. Together, we will offer brand partners unparalleled creative solutions that maximize the power of storytelling, influencer reach, omnichannel distribution and advanced advertising tools to create quality campaigns that drive results.”

Complementing Viacom’s strengths

Amplifying the power and reach of WHOSAY’s campaigns is the company’s expertise in matching brands and influencers via its proprietary Match platform. Once the pairing is solidified, WHOSAY is expert at distilling a brand’s goals, creating a campaign, and spreading that message to the ideal audience through social, digital, mobile, linear, experience, out-of-home and other channels.

These advanced whole-campaign capabilities and digital focus will act as a powerful complement to many of Viacom’s existing entities, including the Velocity full-service integrated marketing and creative team and the company’s newly created Digital Studios unit under Kelly Day.

The addition of WHOSAY to Viacom’s portfolio will also underscore Viacom’s position as a leader in advanced advertising, building upon the significant capabilities of its data-driven audience-targeting Vantage product and its status as a founding member of the OpenAP audience targeting and measurement platform.

In addition to their considerable digital and event capabilities, WHOSAY has built a bricks-and-mortar-focused WHOSAY Shopper team, which will open up potential new retail opportunities for Viacom brands.