Velocity Products Group will focus on multiplatform social partnerships with the likes of Snapchat, Twitter and Tumblr.
Viacom says it has doubled the number of advertisers using offerings from the Velocity Product Group, totaling more than 100 advertisers after this year’s upfront.
Elizabeth Herbst-Brady, who reports to Jeff Lucas, Viacom head of sales, oversees Velocity in her bigger role as EVP of ad sales strategy and products.
Velocity has nearly 24 executives looking to grow advertising partnerships. Viacom says it has some 645 million social media users across Viacom’s brands.
Part of Viacom Velocity is Viacom Vantage, a data-tool that combines Viacom’s proprietary data and third-party data from multiple sources, offering advertisers consumer targeting and predictive capabilities.
“Intense demand for our innovative products during this upfront season made it a strategic necessity to create a group singularly dedicated to evolving and developing our industry-leading offerings,” stated Lucas.
Viacom has been hit with recent consecutive quarterly declines in overall advertising revenues. Philippe Dauman, president/CEO of Viacom, has pushed for continued “non-Nielsen monetization strategy”.