• by Wayne Friedman , April 29, 2015

Viacom continues to add its data-driven offerings for advertisers, as it rolls out Viacom Vantage, a data-driven advertising service that enables advertisers to reach their custom targets at the program level across the Viacom Media Networks.

Viacom Vantage predicts which content will perform the best for its advertisers across MTV, Comedy Central, VH1, Nickelodeon, CMT, Spike, TV Land and Logo.

Jeff Lucas, head of sales for Viacom Media Networks, stated: “Viacom Vantage [enables] our clients to close the gap between how they define their true segments and where their messages can work best in reaching that audience on our shows.”

Viacom Vantage, now in its second year, began as a beta version with initial clients, including Horizon Media.

Dave Campanelli, senior vice president/director of national television for Horizon Media, stated: “The results far exceeded our expectations by directly identifying and reaching our targeted consumers and providing us with precisely the right programming that would generate the highest return.”

Last year, Viacom Velocity, an Viacom’s integrated marketing and creative content team for advertising partners, started up Echo, insights-driven approach around social media for content creation, distribution, amplification and optimization. 

Echo was born out of Echo Social Graph, an analytics platform that measures earned media for Viacom marketers.