MTV UK and Ireland is aiming to further exploit the popularity of its content on digital and social media platforms through the launch of a new advertising tool aimed at targeting its young audiences online.
The new Boost audience extension tool, which is based on software developed by RadiumOne, will increase the online inventory MTV can make available to its clients, by allowing them to track users who interact with MTV’s content via mtv.co.uk or via social media to relevant third party websites and continue to target them with advertising.
All content posted on mtv.co.uk or shared via MTV UK’s branded social media accounts utilises short URLs generated by RadiumOne’s software and are used to gather insight into anyone interacting with MTV’s content on platforms such as Facebook, Twitter and Instagram.
This insight is used by MTV to determine what type of content to post on mtv.co.uk and share via its branded social media accounts and to better target advertising at these users on the basis of their online behaviours. The Boost tool also allows advertisers to track the onward online journey of any one interacting with MTV’s content and target them with relevant messaging across the web using inventory acquired through real-time bidding platforms.
There are currently around 2 million unique users engaging with content via MTV UK’s branded social media accounts each month, in addition to a similar number visiting mtv.co.uk in the same period.
MTV has built up a massive following in social media globally and locally through sharing content. MTV UK’s highest rating reality show, Geordie Shore, now has more than 16 million fans and followers via social media, while MTV’s official branded accounts on Facebook and Twitter have 242m fans and 27m worldwide followers respectively.
While Boost is currently being used by the MTV UK & Ireland’s digital sales team, Be Viacom, the sales division of MTV’s international parent company, Viacom International Media Networks, is exploring introducing the tool into other advertising markets and for other brands.
Duncan McCrum, Head of Digital Sales and Marketing, MTV UK & Ireland, said: “This is a genuinely innovative sales tool that really will boost MTV’s online sales proposition, offering our advertisers the opportunity to take full advantage of the massive popularity of MTV’s content on social media platforms through a single point of sale.”
Abeed Janmohammed, Commercial Director at RadiumOne, adds: “MTV UK is a globally recognised brand that is making a huge statement in creating such an innovative product in Boost. Understanding your audience and being able to provide that knowledge and insight to your advertisers is very powerful so it’s great to see the Boost launch with MTV UK and Ireland. By using our technology, MTV UK and Ireland can massively extend the reach of its content to more relevant audiences across web and mobile.”
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