Viacom Units Link For Cross-Media Sell

Viacom is launching an initiative that will see its outdoor unit and entertainment brands come together to offer advertisers new cross-media opportunities.

The ‘Touchpoint’ initiative will see Viacom Outdoor and Viacom Brand Solutions join forces to present clients with combined advertising opportunities across the entire Viacom portfolio of entertainment products.

As part of the initiative Viacom will plan brand strategies for media agencies across different arms of the company, ranging from point-of-sale ads in its Blockbuster video stores to programme sponsorship on its digital TV channels and screen advertising at UCI cinemas.

Daniel Salem, Viacom Brand Solutions’ commercial director, said: “We’re not going out telling people what they can do but are working closely with brands to work out a creative solution. It’s not strictly cross-media selling because we’re not necessarily going to place the brand on all platforms but we will be allowing advertisers to reach a wider audience.”

Cross-media selling is becoming an increasingly popular option, with AOL Time Warner (see AOL Time Warner Launches Major Cross-Platform Ad Campaign), Emap (see Natwest Trials New Emap Ad Division) and SMG (see SMG Launches Cross-Media Service For Advertisers) each offering opportunities spanning their range of brands.

Viacom Outdoor recently released a study showing that bigger headlines on bus adverts convey more effective brand messages. The Project Iris study, which was undertaken to help advertisers understand what makes a successful bus advertising campaign, shows that bigger company logos are key in generating brand awareness (see Research Shows Size Matters With Bus Ads).

Viacom: 020 7482 3000 www.viacom.com

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