I read an article on Advertising Age about MTV change in digital sales strategy. MTV wants its digital sales to focus on people, not properties. MTV new strategy is expected to a) make its digital business profitable and b) lever the MTV's brands online. To achive this MTV is reorganizing its staff to sell horizontally against a predetermined set of psychographic groups: kids/family, men/gamer enthusiasts and youth/music. They also brought new management into the company with experience in this field, like Stirratt who came from Advertising.com.
The new digital-sales strategy that MTV has designed will offer behavior targeting, frequency capping and sequential ad serving, and will also offer a large scale to advertisers. They plan to sell online ads independently from TV ads: "If an advertiser wants to buy scale across a demo, we're going to make that happen," said Nada Stirratt, EVP-digital ad sales.
No comments:
Post a Comment