Viacom looks to over-the-top TV to boost ad inventory at the upfronts
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Viacom is embracing fragmentationor, at least, getting its arms around all the viewers who’ve splintered off from traditional TV audiences to watch on their own time and on multiple, hard-to-measure mobile screens.
Its goal is to prove to advertisers at this year’s upfront that it can find audiences no matter how they watch. Viacom, whose portfolio of cable networks includes MTV, Nickelodeon, Comedy Central and the new Paramount Network, will again make its pitch in a series of dinners instead of the glitzy presentations favored by most networks, aiming to talk with ad buyers in a more intimate setting.
Among the talking points at the dinners, which start this week, Viacom will tout more than two billion new impressions of digital inventory for the upcoming season thanks to deals with internet-delivered TV services like Sling TV and DirecTV Now.
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