Viacom Starts Viewprint, Data Analysis For Custom-Marketing Campaigns

Looking to help TV marketers fine-tune their custom creative messaging, Viacom has launched Viewprint -- part of its Viacom Velocity unit, the company’s in-house integrated marketing/branded entertainment agency.

Viewprint tracks “fan passion and affinity” -- consumers' digital behavior across social, linear and digital platforms, then offers solutions. These insights are then used by Velocity’s creative team to develop custom campaigns for marketing partners.

“This provides a road map in the ideation phase; it puts a little more science into the project,” says Dario Spina, EVP of marketing for Viacom Velocity.

Spina says it’s like having a “mood board” for a campaign. Among other things, “it can pull together the talent people like, the shows they watch, the movies they go see, where they shop and their hobbies.”

Viewprint’s data comes from behavioral, attitudinal and social third-party data together with Viacom’s own first-party multiplatform viewing data.

Spina says Viacom will be rolling this out for in preparation for the TV upfront advertising market in the coming weeks.

Recently, Viacom Velocity announced Echo Social Graph (Echo 2.0), a tool measuring the effectiveness of custom social creative marketing campaigns.

Echo 2.0 integrates data from social TV media company Canvs, which measures in-depth emotion analysis -- some 56 different consumer feelings -- about a marketing campaign.

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