October 9, 2013
MTV Europe’s Twitter account
Viacom International Media Networks is creating a bigger push into mobile marketing this year, with Twitter playing a key role in how the broadcasting company ties together television and social media.
Via the partnership, Viacom International Media Networks will develop social and mobile campaigns for programs and events with MTV, Nickelodeon, BET, Comedy Central and Paramount Channel. The mobile, social initiatives will kick off together with the 2013 MTV Europe Music Awards show.
“Mobile is prime to engaging our audience,” said Philip O’Ferrall, senior vp of digital at Viacom International Media Networks, London.
“Three quarters of Twitter followers access the platform on a mobile device, so mobile would be a dominant platform for this activation,” he said.
Watch on mobile
Viacom International Media Network’s partnership lets advertisers of the 2013 MTV Europe Music Awards show push out real-time tweets within the sort of a video clip.
Marketers will essentially have the capacity to target the show’s leading performances and appearances with branded tweets from MTV’s account, lots of that are likely being read on a mobile device when consumers are watching live programming with a smartphone or tablet in hand.
The broadcaster is stepping up its mobile efforts this year after the 2012 MTV EMA show claimed to herald a record collection of tweets for MTV. The show last year generated 5.7 million tweets, up 104 percent from 2011.
MTV Europe’s Twitter account
The goal of the partnership is to construct marketing campaigns round the exact moment that buyers are talking a few show while watching it.
MTV will extend the advertising opportunities for marketers inside the U . s . in addition for American consumers watching the show.
MTV initially tested Twitter Amplify throughout the recent 2013 MTV Video Music Awards with brands including Unilever’s Degree Women and Pepsi as sponsors that developed social video campaigns.
A promoted tweet in the course of the 2013 MTV VMA show
Viacom then extended this system to incorporate Twitter Amplify components to 30 different programs and events though 2013.
The 2013 MTV EMA show airs on Nov. 10 at 9 p.m. central European time and should appear from the Ziggo Dome in Amsterdam.
Mobile is social
Other broadcasters which have tested Twitter’s Amplify program include Turner Broadcasting, ESPN and A&E.
As broadcasters roll out these TV and social media campaigns, mobile is an inherent portion of the selling mix.
Twitter recently revealed that 75 percent of the company’s users accessed the social media site from a mobile device during a 3-month period this summer. With this strong group of mobile users, 65 percent of Twitter’s revenue in the course of the same period of time came from mobile devices (see story).
For Viacom, mobile is of course one of several primary ways in which consumers will share moments from the awards show.
“Our viewers are platform agnostic, they watch and access content on various devices, and mobile is the fastest growing platform at this time for all publishers,” Mr. O’Ferrall said.
“Our audience has FOMO (fear of missing out) for major popular culture events,” he said. “Our audience expects immediate access to those moments, and mobile is ultimate to providing this.
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York