In concert with its online and offline network siblings, the music site forges a direct link between audience and marketers. ‘The buzzword is covergence,” says Allan Infeld, senior vice president of
advertising sales for MTVi. The main sites at Viacom’s MTVi—MTV.com, VH1.com, and Country.com—converge with their TV partners, MTV, VH1, and CMT (Country Music Television).
The sites link online
content to TV programs, especially TV awards shows, allowing visitors to vote online for the best songs, the best bands, and more.
In November, My VH1 Awards Show was created completely online,
with visitors to VH1.com voting not just for the awards winners but even the categories (e.g., Most Overexposed Artist).
Through convergence, online audiences are shifting from passive to
interactive, a major change made possible by the web, with MTVi a front-runner in the new synergy.
Major advertisers run a variety of formats at MTVi sites, from banners and buttons to
skyscrapers, daughter windows, half-page section hubs, and Flash-based interstitials. Each site lists its own formats, with MTV.com offering the biggest variety. Among the major advertisers are the
U.S. Army, Sony, Nintendo, Levi’s, and Johnson & Johnson.
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J&J was brought in for the launch of a new site, MTVGirl.com, which features health and beauty content for teens that relates to J&J
products, including Neutrogena and StayFree. Again, the interactive element comes into play with personal “e-valuations” sponsored by Neutrogena.
While J&J products appear online, MTVGirl is
promoted in J&J offline print, TV, and outdoor ads. The ads boost online traffic for MTVGirl while promoting J&J.
The sites provide a valuable link to the highly prized teen market. And they
directly link to the online music market, which Jupiter Media Metrix says will reach $5.4 billion by 2005. A survey participant says, “Teens are very impressionable. They tune in for a particular show
and see a brand integrated into the message and it’s highly effective.”
The participant also discusses convergence, noting, “They provide online and offline, you do a dual buy. They drive traffic
back and forth. The TV commercials drive them online to do the polls.”
Unique audience: 2.76 million Time per person: 19 minutes 2001 ad revenue, through Sept: $2.5 million