Thursday, March 22, 2012

Selling the target, not the medium.

As we approach the upfront season, Viacom has announced that they are bundling their tv and digital media properties together to provide clients with integrated media solutions for their communications needs.
Called Surround Sound, the new packages allow advertisers to reach targets such as “politically savvy, 20-something guys,” with commercials on The Daily Show and The Colbert Report, online video and display ads, mobile and email on the shows’ websites and other relevant Viacom properties such as
It’s an interesting idea.  What do you think?  Will it be a successful one?
Peterson, T. (2012, March 21) Brands can target audience segments across platforms. Retrieved March 21, 2012, from


  1. Yes, sounds like a good idea. By combining the benefits of various media, I think they will get consumers to act. While TV ads are more likely to be watched for longer, it's harder to take action on them. Web ads are seen for a shorter duration, but it is easier to click on them and move toward purchasing. Ditto with digital handheld ads. In terms of watching the actual content, this consumer is more likely to move toward watching programs on their handhelds, which will increase station loyalty. - Amy Wolf

  2. I think it's a horrible idea - the demographic is far to wide. I can't imagine an advertiser being able to hit a clear product for adverstising in this method.