VIMN aims to assist ad campaigns with commercial innovation group

DetailsEditor | 20 May 2015

Content giant Viacom International Media Networks (VIMN) is forming a commercial innovation group to help advertisers create customised, content-led campaigns reaching beyond existing online inventory.

Adding that such a move will also allow clients to take better advantage of new digital and social media touch points generated by its brands including MTV, Nickelodeon and Comedy Central VIMN says the group will help develop data-driven, integrated marketing solutions. Moreover it claims that such solutions will be able to exploit what the company calls the 'unrivalled' multi-platform ability of its brands to deliver mass consumer engagement across TV, digital and social media.

In one example, the team will develop partnerships with third party social media platforms for the benefit of advertisers, such as Lionsgate's exclusive preview of its upcoming release Absolutely Anything on MTV's international Snapchat Discover feed. The team will also be responsible for creating bespoke commercial digital products around Viacom's international events, such as the MTV EMA, which attracted more than half a billion votes and 389 million mentions via social media when it was last staged in Glasgow in November.

Based in London and New York, the team will be led by Philip O'Ferrall, who has been appointed as VIMN's head of commercial innovation and who will lead the international roll out of Viacom Connect, reporting to CEO, Bob Bakish.

"Under Philip's leadership, we have significantly developed our digital presence and portfolio, and our social and digital media teams have enjoyed great success in driving mass consumer engagement with our content on multiple media platforms," Bakish commented. "He is ideally suited to lead commercial innovation for VIMN, harnessing our unique relationship with our fans across every screen to help brands develop meaningful new connections on our own and partner platforms."