MTVN Taps Quantcast To Mine Digital Viewers
MTV Networks is linking up with Internet research company Quantcast to offer micro-targeting of the media company's digital audiences.
The research company, which already provides traditional TV-like demographics for Internet areas, will give MTV Internet advertisers more in-depth targeted audience data for its Web areas -- including MTV.com, VH1.com, ComedyCentral.com, and Spike.com.
For example, Quantcast can give MTV advertisers audience data, such as "Moms with Kids" or "High Income Men," as part of its array of information.
MTV Networks has more than 200 owned-and-operated domestic Web sites. Quantcast data is used by a number of top ten media agencies, major consumer brands and more than half of the top advertising-supported publishers.
MTV Networks Digital delivered an average of 84 million unique users in January 2010, according to Quantcast.
Kevin Arrix, executive vice president of digital advertising sales for MTV Networks, stated: "This new capability now provides our advertisers with efficient targeting, adjacency to quality content, and extensive reach. There are very few media companies capable of solving for all three of these primary needs of advertisers."
MTVN says it is among the first premium publishers to offer this level of targeting through the Quantcast Media Program on premium video content online.