MTV is offering advertisers a jazzy new way to quantify their media spends.
The cable net has contracted with Marketing Evolution, El Dorado Hills, Calif., to offer a system based on meeting benchmarks including awareness, relevancy, new purchase intent, purchase loyalty and advocacy. Advertisers may still pay on a CPM basis, but also have the option to contract with Marketing Evolution to measure the success of their buys.
“We are creating a made-to-order tool for marketers,” said Todd Cunningham, svp-strategy and planning at MTV Networks, New York. He said the effort is an extension of “transference”