RMG Networks (previously Danoo) has joined forces with mtvU, MTV's 24-hour college network, to share ad inventory and content across both platforms.
This will extend RMG's reach to college dorm rooms and public areas, including dining halls and gyms, at 750 campuses nationwide. Plus, it will bring mtvU content to out-of-home venues including gyms, coffee shops, cafes and several major U.S. airlines.
According to the partners, RMG is becoming the exclusive digital out-of-home advertising sales representative for mtvU, which reaches an audience of approximately 9 million college students ages 18-24. MTV will gain access to ad inventory on RMG Networks that can be used to promote its shows and will also distribute MTV News and the "Push" music initiative via RMG's out-of-home channels.
Advertisers can still buy inventory on mtvU through the MTV national sales forces. The companies added that advertisers will soon be able to target college audiences with regional and even campus-specific campaigns.
The college consumer segment is growing and wielding more spending power than ever before, according to a separate study from Alloy Media + Marketing, which recently released the results of its 10th annual College Explorer Survey.
The college cohort is supposed to increase in size 6% from 15.1 million in 2009 to 16 million this year. Their total spending power is projected to increase 13% from $270 billion in 2009 to $306 billion this year. Discretionary spending is set to increase 10%, from $62.7 billion to $69 billion.
RMG is expanding its digital out-of-home reach among other desirable demographics. Earlier this year, RMG Networks launched NYTimes.com Today, a digital place-based network reaching about 800 cafes and restaurants in downtown business districts.
RMG also acquired the Pharmacy TV Network, a point-of-care video network reaching major pharmacy and grocery chains around the U.S. Finally, it recently announced an ad sales agreement with Delta, effectively doubling RMG's in-flight advertising reach.