MTV Networks' Advertisers Can Tweak Spots in Real Time

[encyclomedia]

from AdAge

As the networks continue to haggle with marketers over the most efficient prices for their ads in this year's upfront negotiations and how that relates to the timing of when the audience sees those ads, at least one network group will now have the ability to offer advertisers a way to easily adjust time-sensitive messages.

This week, MTV Networks (including MTV, VH1, Comedy Central, TV Land and Spike) becomes the first national network group to partner on a continuing basis with Visible World, a New York direct-response company that allows advertisers to update their campaigns in real time on linear TV and online. So when the first campaigns from the partnership air in September -- likely during the MTV Video Music Awards -- a marketer such as Subaru can congratulate Beyonce on winning her award for Best Dance Video in the first on-air commercial break following her win.

It's an answer people on both sides of the table are clamoring for in this year's upfront. If an ad's not keeping viewers glued to your commercial on a specific network, you can change it on the spot.

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Though local and online advertising has proven to be lucrative for Visible World, the key to the company's growth is to follow the money where major marketers are still putting the vast majority of their dollars -- in prime-time TV.

"If you can get the desire of [interacting with] an online ad introduced to mass reach, then you've got the holy grail, right? Some people have referred to us as the DoubleClick of video. It's taking all the precision and flexibility of a new medium and combining it with the old. It's providing a reason why the old party is here to stay," Ms. Walpert said.