Viacom Looks for an Advertising Upper Hand With Vantage

New product aims to discover where messages 'work best'

After a year in beta, Viacom today launched Viacom Vantage, a data-driven ad product that will allow advertisers to reach custom targets across Viacom Media Networks including MTV, Comedy Central, VH1, Nickelodeon, CMT, Spike, TV Land and Logo.

"Our guiding principle is to offer best-in-class and client-centered products for our advertising partners," said Jeff Lucas, head of sales for Viacom Media Networks. "Viacom Vantage is our latest cutting-edge product to deliver on that promise by enabling our clients to close the gap between how they define their true segments and where their messages can work best in reaching that audience on our shows."

Viacom Vantage was piloted with several national partners including Horizon Media. Clients received deep data integration and customized capabilities, predicting which content would perform best.

"The results far exceeded our expectations by directly identifying and reaching our targeted consumers and providing us with precisely the right programming that would generate the highest return," said Dave Campanelli, svp and director of national television for Horizon Media. 

Viacom Vantage follows last year's launch of Viacom Velocity's Echo, which harnessed the network's massive social footprint for content creation, distribution, amplification and optimization.