Viacom initiates global sales initiative
| 09 October 2015
Viacom has expanded the Viacom Velocity global sales initiative.
The international ad sales team within Viacom's international division, Viacom International Media Networks (VIMN), is being rebranded as Viacom Velocity International. The London-based sales team will offer Viacom's advertisers outside the US the same type of content-led marketing as what's offered from New York under the Viacom Velocity brand.
In the US, Viacom Velocity has partnered with a range of clients to develop bespoke, content-led strategic marketing campaigns that go beyond traditional TV and online media buys to encompass TV, digital and social media across Viacom's brands, including Comedy Central, MTV and Spike.
Those products and services will now be made more widely available to international clients including data-driven targeted advertising tool, Viacom Vantage, and the social media analytics platform, the Echo Social Graph.
"Viacom Velocity has had appreciable success developing content-led commercial partnerships with our US advertisers, connecting them more effectively with audiences of all ages who are engaging more deeply with our brands and content than ever before but doing so on a growing variety of platforms and devices," said Bob Bakish, VIMN's president and CEO.
The news follows fellow media giant Fox International Channels (FIC) announcing a similar initiative: the launch of Fox Media to handle global sales. It will act as a single point of contact for local, regional and global clients to build campaigns for audiences across FIC's TV footprint and nearly 130 million unique monthly online users.
The new division will take a comprehensive approach to global cross-platform media buying and sponsorships for Fox, National Geographic and Fox Sports, including native advertising and branded content, across multiple platforms.