SAN FRANCISCO – Business Wire – Quantcast, the world’s first open direct-measurement audience service, today announced that MTV Networks (MTVN), a division of Viacom (NYSE: VIA, VIA.B), will deploy Quantcast solutions across its online portfolio to enhance its ability to quantify unique audiences and ultimately deliver greater value to its advertising partners.
“We attract highly engaged users across our online portfolio, so it’s imperative that we have a credible, third-party research partner to help us demonstrate our value to advertisers,” said Nada Stirratt, EVP Digital Ad Sales for MTV Networks. “We’re in the business of showcasing value, not just selling impressions and Quantcast helps us directly quantify our audiences for marketers who demand real accountability online.”
All of the MTV Networks’ online properties, including MTV.com, VH1.com, Nickelodeon.com, ComedyCentral.com, as well as the Tribes affiliate network, will be included in Quantcast’s Quantified Publisher program. Through the free Quantcast Media Planner service, marketers and agency buyers will have access to MTV Networks’ audience profiles for custom inventory packages. The Quantcast Media Planner service provides users with the ability to define and evaluate unique target audiences using a variety of demographic, geographic, and affinity criteria.
“Our announcement today demonstrates the growing demand in our marketplace for a new approach to audience measurement and activation,” said Konrad Feldman, Quantcast co-founder and CEO. “The promises of the digital marketplace necessitate a much tighter integration of measurement, planning and delivery and it’s clear both buyers and sellers are eager for change.”
Quantcast has seen dramatic adoption since it launched in September 2006 with over 80,000 publishers participating in its Quantified Publisher program, directly measuring more than 10 million unique web destinations, including web sites, videos, widgets and games. Every day Quantcast processes more than 4 billion new census-level media consumption events, which are combined with a variety of audience-based reference points (panels and publisher information) as part of the company’s proprietary inference model.
“We’re excited about Quantcast’s hybrid approach, which we believe goes far in addressing many of the shortcomings of other online measurement services,” said Colleen Fahey Rush, Executive Vice President, Strategic Insights and Research.
MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products. The company’s portfolio spans more than 150 television channels and 350 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite, Noggin, The N, AddictingGames, Neopets, Comedy Central, Spike TV, TV Land, Atom, Gametrailers and Xfire.