New MTVN, Visible Deal Gives Advertisers Creative Control

In a move that gives advertisers an opportunity for greater viewer engagement, MTV Networks has inked a deal that allows them to alter creative so it carries greater relevance to a particular program. The concept, known as dynamic ad insertion, is something programmers and advertisers have been clamoring for.

The deal is with ad technology company Visible World, which will facilitate the logistics and provide the backbone. The dynamic insertion will be available across a slew of MTVN networks, from VH1 to CMT to Nickelodeon. The "on-the-fly" swaps will also be deployed on MTVN's mass of Web properties--a medium that has some history with this type of switching.

"Our goal is to fundamentally change the way our viewers experience advertising by giving them an innovative experience. Our partnership with Visible World gives us the leading edge," said Judy McGrath, Chairman-CEO of MTV Networks.

The program will allow advertisers to offer ads with tweaks to reflect new information, such as just-published praise or box-office results for a movie. It could go as deep as calling for viewers to text votes about a preference for a story line, and the advertiser putting it on-air.

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