Viacom said it is starting a new division within its ad sales unit that will specialize in multi-platform social partnerships.
With lower ratings cutting into its ad revenue, Viacom has been trying to attract ad dollars with non-Nielsen data and marketing programs that can reach younger consumers.
The Velocity Products Group will use the company’s social and data product to help clients extend their messages using Snapchat, Twitter, Tumblr and other outlets. Viacom says the number of its clients using Velocity offering doubled to more than 100 blue chip marketers after this year’s upfront.
“Viacom's Ad Sales organization and the new Velocity Product Group bring our ad partners unrivaled creativity, cutting edge possibilities, and expertise to connect them with our highly-engaged millennial audience." said Jeff Lucas, Viacom Head of Sales in a statement.
The new group is headed by Elizabeth Herbst-Brady, executive VP of ad sales strategy and products. She reports to Lucas. Reporting the Herbst-Brady are Kalina Nikolova, senior VP, Strategy, and Sarah Iooss, promoted to the newly created role of senior VP, Velocity Product Group. Deborah Brett becomes VP of Velocity Products Group reporting to Iooss.
Read more at B&C.