IAG to Measure How Effective MTV, VH1 Ads Are
MTV Networks to License Full Suite of IAG Research Products
By Linda Moss -- Multichannel News, 6/27/2007 3:43:00 AM MT
MTV Networks entered into a contract with IAG Research, the TV ad-effectiveness-ratings company, which will license its full suite of network-data products to MTV and VH1.
IAG's syndicated service measures consumers' engagement with TV programs, advertising and product placement.
“With IAG’s engagement research, we’re now able to get our marketing partners closer to the true ROI [return on investment] on their television ad spend than ever before, with more information, more data points and more accountability for MTV and VH1,” MTVN president of U.S. ad sales Hank Close said in a prepared statement. "Our ability to deliver dynamic insertion through our Visible World agreement and our ability to measure engagement levels through IAG will make our efforts to re-create the commercial experience a winning proposition for clients."
IAG measures actual viewer response to ads and product placements, in-program, every night as they air. The company’s program-engagement service covers every TV program, every night over several of the leading television networks. IAG currently measures MTV and will begin measuring VH1 this fall.
The announcement marks the second partnership MTVN initiated in the past two weeks to empower marketers to connect with its highly targeted audiences. Last week, the programmer announced that it is partnering with Visible World, the leading video-advertising-technology and services company, to give advertisers the ability to dynamically customize and target video ads in real-time across MTVN’s premier U.S.-based TV channels and Web sites, including MTV, MTV2, VH1, CMT, Spike TV, Comedy Central, TV Land, Nickelodeon and Nick at Nite.
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