MTV Ad Network Takes a New Tack

Well, MTV, which already has a vertical network (natch) has reformatted that network into "tribes" built around their lead media properties. The idea is to get more revenue from exiting advertisers on their mainstay properties by selling those audiences across the web. It's a potent approach in that it will help grow their own revenue while giving sites access to advertisers that would frankly never ever ever get around to buying their ad space.

What I like about the approach is that it is demand rather than supply driven -- meaning that they can meet the needs of advertisers better through this approach. And in so doing, help suppliers. It's sort of a...dare I say it...marketing approach to selling marketing space. Is that an interesting innovation.

While the also ran networks struggle to get some traction -- any traction -- with certian advertisers, MTV can build on its existing relationships and snare a larger share of their total ad spend.

What are you saying, that this is just packaging...another name for channels? Why, YES, I agree with you. Packaging good.

Thanks for reading, and don;t forget to write.