NEWS17 February 2010

MTV partners with Quantcast for online ad targeting

New business North America

US— MTV Networks has signed up to web measurement firm Quantcast’s Media Program to help online video advertisers target specific audiences.

The broadcaster, which is a division of Viacom International, will offer advertisers the service across its online portfolio which consists of MTV.com, VH1.com, ComedyCentral.com and Spike.com. It will also run on partner sites in MTV’s Tribes vertical ad network.

MTV said that the deal with Quantcast will allow its advertisers to reach and target consumer segments such as “Moms with kids” and “High income men” who watch premium video content online. The media group became a research client of Quantcast in late 2008.

Kevin Arrix, executive vice president of digital sales at MTV Networks, said: “This new capability now provides our advertisers with efficient targeting, adjacency to quality content and extensive reach. There are very few media companies capable of solving all three of these needs of advertisers. Ultimately, we’re giving our advertisers the ability to laser-focus their marketing messages while connecting our audiences with the brands and products that are most relevant to them.”

MTV Networks has more than 200 owned-and-operated domestic websites and more than 240 publishers on the Tribes network.

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