Viacom has procured a digital agency veteran to help the media company accelerate its endeavors to sell advertising through a more data-driven methodology.
Julian Zilberbrand has been named executive VP of Viacom’s recently framed Audience Science group. The unit pulls together a few existing divisions, all of which broadly concentrate on assisting marketers with utilizing their own exclusive client data and data from different sources to target exact crowds over Viacom’s digital properties and TV networks including MTV, Nickelodeon and BET.
Mr. Zilberbrand gets a broad foundation the digital advertising business, most as of late serving as executive VP of initiation guidelines, experiences and innovation at the media buying firm ZenithOptimedia. He will answer to Kern Schireson, executive VP of data strategy and consumer knowledge.
Viacom has been effectively building out its abilities and ability as the media conglomerate endeavors to have its TV ads deals work more like digital ad deals regarding accuracy focusing on and estimation, as indicated by Mr. Schireson. Philippe Dauman, Chief Executive of Viacom a year ago set an objective for the company’s ad income to originate from selling new items that aren’t fixing to obsolete Nielsen evaluations.
The media titan is moving its pitch to marketers during a period when household ad deals fell 9% in the second quarter and its real link networks like Comedy Central and MTV have been hit with twofold digit appraisals decreases.
Viacom has been working with a modest bunch of advertisers in the course of recent years testing different ad-focusing on strategies that go past attempting to achieve broad groups of onlookers in appears, for example, ladies matured 18-34. Presently, as per Mr. Schireson, the company is working with 11 marketers who are utilizing both restrictive data and advanced programming to buy ads that achieve particular sections, for example, individuals who are right now in the market for a specific truck.
Past this type of advanced TV ad focusing on, brands are looking to gauge the execution of these crusades in ways that are more advanced than the ordinary checking of appraisals, Mr. Schireson said.
“There is a considerable measure of energy behind this stage,” he said. “Furthermore, getting Julian is a genuine leadership enlist. He’ll assist us with associating and accelerate these groups inside of the company.”
Mr. Schireson noticed that if Viacom does for sure reach Mr. Dauman’s three-year plan, that could speak to generally $2 billion of media being executed by means of these nontraditional strategies.
Obviously, the inquiry is whether would be seeking after these sorts of ad buys if Viacom’s young skewing network like Nickelodeon and MTV were having the same appraisals achievement of the past.