MTV Boosts Tribes With Mobile Offering
MTV Networks is expanding Tribes, its vertical ad network strategy, to the mobile space.
In early 2009, the media giant launched a handful of mini ad networks — collections of small sites and blogs that meshed editorially or demographically with its own Web sites and were vetted by MTV executives. The thinking behind the Tribes strategy was that MTVN could not only sell its premium Web brands, but also offer advertisers greater scale.
That’s also the impetus for MTVN’s three new mobile Tribes, which include an Entertainment Tribe, featuring Comedy Central’s and Spike’s Web sites; a Casual Gaming Tribe, including sites AddictingGames.com
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