The broadcaster has tied with advertising services business RadiumOne to offer advertisers a service that tracks the online journey of fans from its mtv.co.uk portal and social media channels to relevant third party websites and continue to target them with ads.
The “Boost” platform uses short URLs to gather insights on anyone sharing content on platforms such as Facebook, Twitter and Instagram, which is then used to serve more relevant ads from various real-time bidding vendors. Automated ad buying, in which marketers use computerised systems to target users based on consumer data and web-browsing histories, is tipped to become more popular this year.
Duncan McCrum, head of digital sales and marketing at MTV UK and Ireland, claims the platform lets advertisers take “full advantage” of the “massive popularity” on its social media content through a “single point of sale”. There are currently around 2 million unique users interacting with MTV’ social media profiles nationwide, claims McCrum, and the tool aims to monetise that audience through more responsive online campaigns from its sponsors.
The ad tool is being used in the UK but could also be adopted by owner Viacom’s other brands in the coming months.
The platform forms part of a wider MTV drive to bring more immediacy to its digital marketing as it fights with other publishers for online ad revenues. The broadcaster has been experimenting with Snapchat in recent months as well using Instagram videos as a platform for PR stunts and Q&A sessions.
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