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MUMBAI:
At its 2008 upfront presentation, MTV Networks (MTVN) united
its leadership, talent and marketing partners to showcase
partnerships, programming and platforms across its brands.
The
presentation by MTVN chairman and CEO Judy McGrath highlighted
return on innovation -- the value for marketers in MTVN's
reinvention of how audiences experience content and advertising
on every screen.
The
brands include MTV, VH1, Comedy Central, Nickelodeon, Spike
TV, CMT, Logo, Nick at Nite among others. .
McGrath
says, "MTV Networks is a creative engine, and today there
are literally no borders, no boundaries for creativity. We're
taking our content and our audience and moving with them freely
across every screen. Our fans aren't merely consuming our
content -- they're more invested and engaged in our brands
than ever. It all starts with hits, and we've seriously pumped
up the creative and financial capital we're putting into generating
hit content."
The
presentation emphasised MTVN's efforts to forge innovative
marketing partnerships on multiple platforms. Through its
Digital Fusion unit, MTVN also provides advertisers with custom
built digital marketing solutions, including web sites, online
games and widgets.
"It's
a new world we're working in. We're putting our creative energy
to work for marketers and reinventing commercial time as content
time," McGrath adds.
During
the upfront presentation, MTVN president of U.S. Ad sales
Hank Close unveiled the company's Multi-Screen Engagement
Case Study (MSE). The study provides clear evidence that audiences
develop stronger emotional connections to content and advertising
messages when they consume and interact with them across multiple
platforms.
"Advancing
technologies are altering consumers' relationships with brands,
and we make it our business to focus on consumer behaviour
and input. Multi-screen measurement is a core competency at
MTVN. In this landmark study, we found that television is
still the biggest driver of brand awareness, and that multiplatform
media campaigns perform at double to triple the effectiveness
of a single media platform" says Close.
Held
at Nokia Theater Times Square in New York City, the event
was highlighted by special guest appearances celebrities that
include Justin Timberlake, Samuel L. Jackson, Chris Rock and
Jon Stewart. There were also musical performances by John
Legend, Sarah Silverman, JabbaWockeeZ from MTV's "Randy
Jackson Presents: America's Best Dance Crew" and the
cast of hit Broadway musical Legally Blonde.
The
key findings:
-- 50 per cent of viewers who watch only the TV show report
a strong emotional connection to The Hills while 76 per cent
of viewers who watch it on-air and also go online in search
of additional Hills-related content report a strong emotional
connection.
--
Nearly 90 per cent of viewers who watch the show, go online
for more information and who have an avatar in the Virtual
Hills virtual world say they're strongly connected to the
franchise, while 96 per cent of viewers who do all of the
activities above and also create their own content online
around the show report a strong connection.
The
MSE case study also finds that the value of television advertising
grows as viewers connect with marketing messages across screens.
--
More than 75 per cent of viewers who watched "The Hills"
on television recognised a TV ad, but that number jumped nearly
10 per cent among viewers who interacted with content from
the same sponsor on MTV.com or in Virtual Hills.
Partnership
with Marketing Evolution: Close also announced a new partnership
with Marketing Evolution, a custom market research and consulting
firm dedicated to improving marketing ROI for leading global
brands. Through the partnership, MTVN will be the first media
company to offer clients "Effectiveness Targeting,"
a suite of measurement solutions based on Marketing Evolution's
premium data analysis and marketing effectiveness metrics.
"Our
partnership with Marketing Evolution will allow marketers,
for the first time, to see exactly how our brands can deliver
on attributes ranging from awareness to word-of-mouth. Effectiveness
Targeting' represents a major breakthrough in marketing accountability.
Nothing like this exists in the market today" he explains.
With
Effectiveness Targeting, MTVN will empower its partners to
identify a specific marketing goal -- ranging from building
awareness around product launches to immediately driving sales
-- and optimize advertising buys to achieve that goal with
the best possible ROI. The new tool strengthens MTVN's arsenal
of ROI measurement systems, and will help the company work
together with marketers to effectively target their advertising
campaigns.
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