WildBrain and Nickelodeon Partner for 'Akedo – Ultimate Arcade Warriors' Launch Campaign

MOOSE TOYS DELIVERS A TRIPLE THREAT WITH NEW ‘AKEDO’ FRANCHISE COMBINING ACTION FIGURES, BATTLING AND COLLECTABILITY

From triple-threat toy to triple-threat partnerships, leading toy innovator teams with two leaders in kids’ and family entertainment ― WildBrain and Nickelodeon ― for knockout marketing campaign around its biggest boys’ brand launch to date

Los Angeles, CA — June 24, 2021 — Moose Toys is poised to deliver a one-two-three knockout punch this summer with the launch of Akedo – Ultimate Arcade Warriors, the first brand to combine realistic battling action figures at a micro-collectible scale. Akedo marks the innovative toymaker’s biggest boys’ launch to date and will be backed by a full-scale marketing campaign. The campaign kicks off today with the release of a trailer for a brand new animated series, produced in partnership with WildBrain’s premium kids and family AVOD network, WildBrain Spark. Additionally, leading agency, WildBrain CPLG will manage the licensing program. Delivering the third punch to the unprecedented marketing effort by the toy maker is Nickelodeon, the number one entertainment brand for kids, with The Akedo Super Ultimate Ultimate Tournament, a branded programming video showcasing an exclusive bracket-style tournament that fans can watch on Nickelodeon’s YouTube Channel.

Derived from the Japanese word for arcade, Akedo has a retro gaming look and combines it with kids battling one-on-one with 39 unique warriors including ninjas, robots, gladiators and Vikings, alongside teddy bears, a dinosaur and clowns, using skill and strategy to claim victory over their equally well-equipped opponents.

Building excitement for the action-packed game play of Akedo, Moose is making its largest ever investment in content with WildBrain. Moose also is partnering with Nickelodeon to create a branded “as live” event ― The Akedo Super Ultimate Ultimate Tournament ― on Nickelodeon’s YouTube channel which garners over 50 million views each month.

To create full franchise opportunities for the innovative new brand, Moose created a launch program to reach consumers in multiple facets of fandom. Moose and WildBrain Spark are co-producing a dynamic new animated series bringing the world of Akedo to life. The action-packed series trailer can be viewed on the MooseTube Mania YouTube channel, a mini movie will premiere on July 2 and full episodes will roll out shortly thereafter. Episodes also can be viewed on Amazon Prime Video Direct. In Canada, WildBrain also will debut the new Akedo series on its leading television network beginning this fall. Alongside the robust content offering, Moose also has partnered with WildBrain CPLG, to manage a global licensing program for the Akedo brand across all categories to follow the toys’ launch. WildBrain will handle global distribution for the new series.

The micro battling figures pack a punch with their individual battle styles and an array of attached aspirational, powerful and sometimes unconventional weapons and accessories, including ninjas with swords, a teddy bear with a chainsaw and a big baby ruling with his gavel. Action-packed gameplay is created by figures that are attached to iconic individual coin bases that are reminiscent of arcade play. Using the included controller, figures deliver a unique split strike action that literally splits the other Akedo figure in half. Players’ skill and strategy increase as they move through the collection of 39 warriors, including Classic, Epic, Ultra Rare, Legendary, Exclusive Ultra Rare and the very Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.

For the ultimate battle experience, players can match up in the 90s retro style Ultimate Battle Arena, a playset that emulates an old-school arcade game complete with its own theme song. The arena comes with two exclusive Ultra Rare warriors, Turbo Chux and Screen Shot, both with double battle accessories. Included are two interchangeable backdrops, two deluxe controllers and detachable training punching bag. Adding excitement, and a bit of humor, to the battles, the arena plays more than 35 real battle sound effects.

“Our success in the boys’ aisle with the Treasure X and Heroes of Goo Jit Zu lines established Moose as a toy super innovator in the category. We are pulling out all of the stops with the Akedo launch. Combining our expertise in collectibles, WildBrain’s cutting edge approach to content and licensing and Nickelodeon’s ability to create on-trend interactive events for its highly engaged and loyal audience, Akedo is positioned to deliver a knock-out hit. It’s the most dynamic battling toy ever, and with deep collectability and engaging entertainment, we are delivering a fully-rounded experience that meets kids where they are,” said Ronnie Frankowski, chief marketing officer, Moose Toys. “It’s a bold move that is consistent with Moose WOW innovation. Akedo is the next global boys’ action franchise mega hit.”

With Akedo, Moose is building upon its already impressive history with collectibles, popularizing and consistently demonstrating strength in category for boys and girls. Specifically, Heroes of Goo Jit Zu Single Figure Assortment was recognized as the No. 1 non-licensed Action Figure Item for 2020 and for Year to Date 2021, according to The NPD Group*. Additionally, the four episodes of Goo Jit Zu digital content created and distributed to support the product garnered 100 million views. 

Rachel Taylor, commercial director, WildBrain Spark, added: “Having successfully managed Moose’s YouTube strategy for a number of years at WildBrain Spark, we know just how incredibly engaged kids are with their content online. As more and more kids’ brands move to digital-first launch strategies, it’s a natural step to extend our Moose partnership across WildBrain’s integrated offering of production, distribution and licensing for the amazing new Akedo franchise. Moose has an excellent track record of delivering toys kids love, and we’re confident Akedo is going to be a big hit both on and off screen.”

“Working with Nickelodeon we’ve created an action-packed interactive component to the product launch, The Akedo Super Ultimate Ultimate Tournament, that literally brings to life the Akedo experience in a way no other partner could,” said Frankowski. “Moose has had a long-standing relationship with Nickelodeon, but this is the first time we’ve partnered with them for a branded “as live” event. Tapping into Nickelodeon’s group of top-level influencers to introduce kids to Akedo and this absolute next level game play will be entertaining as well as demonstrate how the game is played by enthusiasts that kids can relate to.”

“Through this collaboration with Moose Toys, Nickelodeon continues to push the envelope by creating innovative content and experiences that appeal to fans of all ages,” said April L. McKenzie, Vice President, Kids & Family Activation, Velocity, ViacomCBS. “The Akedo Super Ultimate Ultimate Tournament not only spotlights the exciting launch of this new action-based toy, but also offers kids and families an opportunity to be at the center of the action.”

The Akedo Super Ultimate Ultimate Tournament will tap the power of Nickelodeon’s 35 million social reach, and enlist its talent and influencers to reach kids and parents. The event will match up 16 competitors made up of kids and top influencers in an exclusive bracket-style tournament, with each competitor battling for their warrior to win the title and become the Ultimate Akedo Champion. Leading up to the event, beginning Aug. 8, influencers including Ninja Kidz, Onyx Kids, Kyle’s Toys & Games and Ohana Boys will be sharing content that showcases how they are training for battle. On Aug. 15, the event goes live on Nickelodeon’s YouTube channel hosted by digital creator and YouTube star Nathan from Unspeakable calling the action through Aug. 21. Catch it after Aug. 21 on Moose’s YouTube channel, MooseTube Mania.

Akedo will launch on Walmart.com and Amazon in July and in stores at all major retailers in August.

Akedo Product Line

The World of Akedo ― Ultimate Arcade Warriors deliver all the extreme moves of arcade fighting and puts them in the players’ hand for real battling action. There are 39 epic mini warrior action figures, each with an individual fighting style and unique battle-ready accessory. Players can dominate their warrior opponent and finish them off with a split strike action move that literally splits their opponent in half. Search for Classic, Epic, Ultra Rare, Legendary, Exclusive Ultra Rare and the very Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking. Every product includes battle controllers that feature a number slide to keep score.

The Akedo product line is for ages 6+ and will be available in Aug. 2021 at all major retailers, wherever toys are sold.

One Player Pack:

Unlock the world of Akedo one warrior at a time. One Player Packs include a mystery warrior. Beneath the arcade style packaging, players can find a warrior across any one of the categories of rarity including one of the 1,000 Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking. Pack also includes a battle controller for game play and keeping score when challenging opponents.

MSRP: $4.99

Versus Pack:

Battle with a friend with the Versus Pack. Each of the six packs includes two warriors (one each Classic and Epic) and two battle controllers. Warriors can deliver a battle-ending blow with the split strike action move that literally splits an opponent in half. Use the number slide on the battle controller to keep score, then put the warrior back together to battle again.

MSRP: $9.99

Warrior Collector Pack:

Build on a growing collection with each of nine Warrior Collector Packs. Every pack includes four battling action warriors, three shown, one of which is an Ultra Rare warrior, plus one mystery warrior that is revealed upon unboxing. There also is a chance or finding one of the 1,000 Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.

MSRP: $12.99

Starter Pack Legendary Punch Attack:

Everything needed to train like a pro and fight according to the official tournament rules of Akedo is found in the Starter Pack. Includes three warriors, (one each Legendary, Epic and Classic), a deluxe joystick controller exclusive to this pack and a rotary dummy training piece to perfect the split-strike move. Two packs to collect:

• Legendary Punch Attack
• Legendary Kick Attack

MSRP: $14.99

Ultimate Battle Arena:

The world of Akedo is brought to life with this arcade inspired electronic arena where any of the Akedo warriors can come for next level battle action. Includes two exclusive Legendary warrior figures, two battle controllers, two interchangeable backdrops and over 35 sound effects for added excitement and humor. When the warriors aren’t battling, they can train and practice the perfect split-strike in the arena by connecting the training punching bag accessory.

MSRP: $29.99

Akedo ̶ Ultimate Arcade Warriors from Moose Toys deliver the extreme moves of arcade fighting and puts them in the players’ hand for realistic battling action. Play Akedo right out of the package. Gameplay starts with each player moving one of the 39 figures, like Shreddy Bear and Tail Whip, back and forth in their controllers to deliver the action-packed fun. Advanced play involves skill and strategy as players learn how to land or avoid an action-ending split-strike blow.

Innovative toy maker Moose Toys’ new Akedo ̶ Ultimate Arcade Warriors micro battling figures pack a big punch. Ready to battle? Move the figures back and forth in their controllers, and when the Akedo fighter lands the right blow with its split strike action it will literally split its Akedo opponent in half. Players’ skill and strategy increase as they move through the collection of 39 unique warriors, each with different ways to battle.

In Moose Toys’ new Akedo – Ultimate Arcade Warriors, Sunshadow and Tailwhip, two of 39 unique warriors, battle with ninjas, gladiators, Vikings, teddy bears and clowns. Akedo is the first brand to combine realistic battling action figures at a micro collectible scale. Derived from the Japanese word for arcade, Akedo has a retro gaming look and delivers action-packed gameplay. Collect and display Akedo figures with or without their controllers.

The Ultimate Battle Arena brings the world of Moose Toys’ new Akedo ̶ Ultimate Arcade Warriors to life. This arcade inspired electronic arena is where the Akedo warriors can test their skill in ultimate battles. The playset comes with its own theme song and includes two deluxe controllers, two interchangeable backdrops, two exclusive Legendary warrior figures, a detachable training punching bag accessory for practice between battles, and over 35 sound effects to add excitement and humor.

The World of Akedo ̶ Ultimate Arcade Warriors from Moose Toys delivers a knockout punch as the first brand to combine realistic battling action figures at a micro collectible scale. Derived from the Japanese word for arcade, Akedo has a retro gaming look and 39 unique warriors, including ninjas, robots, gladiators and Vikings, alongside teddy bears, a dinosaur and clowns. Each Akedo has an individual battling style and attached accessory.

For more information visit akedowarriors.com

*Source: The NPD Group/Retail Tracking Service/US/Action Figures Class/Jan-Dec 2020,

Jan-Feb 2021/USD)

About Moose Toys

Moose Toys exists to make children Superhappy. It’s at the heart of everything we do. The team has innovation in its DNA and is famous for the design, development and manufacture of award-winning toys that continue to disrupt the market! Moose Toys leads in categories including collectibles, craft, dolls, games and youth electronics and is consistently recognized as the most creative company in the industry.

We are a family-run business, but that doesn’t mean we are small-time. We shook up the toy industry in 2014 with the global phenomenon Shopkins, and through these pint-sized characters, we reinvigorated the way children play. Not satisfied to stop at toys, we have also stretched ourselves into creating content, entertainment and making worldwide licensing deals. Moose calls Australia home, but our 500-strong team is scattered globally, spreading the Superhappy.

About WildBrain Spark

WildBrain Spark is an award-winning digital media company and one of the world’s most popular premium kids’ and family networks on AVOD. We offer a highly curated, brand-safe environment, where kids and families can enjoy broadcast-quality content, including Teletubbies, Strawberry Shortcake, Peanuts, Caillou, Inspector Gadget, Yo Gabba Gabba!, Degrassi, Fireman Sam, Spookiz, Polly Pocket and more. With more than 173-million subscribers on YouTube and YouTube Kids, we have over 220,000 videos under management, across more than 800 kids’ channels. Our network generates billions of views per month and reaches 1-in-3 kids globally on YouTube every 90 days. WildBrain Spark provides a full service for IP owners looking to connect with global audiences through our expertise in the creation of original content, YouTube channel management and consumer-products synergies. Our advertising sales team provides brands and agencies access to our reserved network and bespoke ad solutions. Based in London, New York and Los Angeles, WildBrain Spark is part of WildBrain Ltd., a global leader in kids’ and family entertainment. Visit us at wildbrain-spark.com.

About WildBrain CPLG

WildBrain CPLG is one of the world’s leading entertainment, sport and brand licensing agencies, with offices in the UK, Benelux, Nordics, France, Germany, Italy, Spain, Sweden, Poland, Greece & Turkey, Russia, the Middle East, and the US. With more than 45 years of experience in the licensing industry, WildBrain CPLG provides each of its clients with dedicated licensing and marketing industry professionals and a fully integrated product development, legal and accounting service. WildBrain CPLG believe that collaboration is about clarity, openness and trust, and is widely known for its no-nonsense, straightforward approach – Expert Common Sense. WildBrain CPLG is part of WildBrain Ltd., a global leader in kids’ and family entertainment. Please contact us or visit the WildBrain CPLG website for more information: www.cplg.com.

About Nickelodeon

Nickelodeon, now in its 42nd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing and feature films. For more information or artwork, visit www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of ViacomCBS Inc. (Nasdaq: VIACA, VIAC).

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For more on the range, visit https://www.moosetoys.com/akedowarriors/

Update (8/3) - Official press release:

New collectible battle toy Akedo Ultimate Arcade Warriors launches in the UK with international battle tournament on Nickelodeon

Akedo is Moose Toys biggest battle toy launch to date

London (August 2, 2021) — A brand new battling collectibles toy launches in the UK today and is poised to pull kids away from their screens. Akedo Ultimate Arcade Warriors is the first brand to combine realistic battling action figures at a micro-collectible scale. The brand is the biggest Boys’ launch from Moose Toys and is backed by a brand-new animated series and a live action tournament hosted by Nickelodeon.

Akedo brings the physical and digital worlds together, combining a retro gaming look with the social experience of physical play. The Akedo range consists of 39 collectible battling characters including Classic, Epic, Legendary, and exclusive Ultra Rare warriors. The 2-inch micro-figures pack a punch with their individual battle styles. The toys also feature an array of unconventional weapons and accessories including ninjas with swords, teddy bears with a chainsaw, and a big baby ruling with his gavel! For the hardcore collector, there is also the very Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.

“Akedo is the next global action franchise mega-hit and we are ready to execute a perfect three-move combo of toy, animation series and event launch just in time for the summer holidays,” said Logan Stone, Moose Toys Marketing Director for UK & Europe. “It is the most dynamic battling toy ever, requiring skill and strategy to land the knockout blow. It is highly collectible, with only one in 1000 of the Limited Edition Mythical Stormstrikes available globally. Most importantly Akedo is engaging physical entertainment, giving kids the chance to play off screens with their friends in-person once more.”

All Akedo Ultimate Arcade Warriors come complete with trigger controllers, collectors guide and are available in a range of product packs including:

• Single Pack - £4.99
• Versus Pack - £9.99
• Warrior Pack - £12.99
• Starter Pack - £14.99

For the ultimate battle experience, players can challenge each other in the 90s retro style Ultimate Battle Arena. The playset emulates old-school arcade machine and comes complete with its own theme song, 35 real battle sound effects, and two exclusive Ultra Rare warriors; Turbo Chux and Screen Shot.

Akedo Ultimate Arcade Warriors the animated series launched on July 2 with an exclusive mini movie on the MooseTube Mania channel. Produced by Moose in partnership with WildBrain Spark, the series follows three friends on their journey to become Akedo Warriors. The cartoon is already creating a buzz online, with the mini movie receiving over 1. 4million views to date.

The Akedo Super Ultimate Ultimate Tournament is an “as live” event in partnership with Nickelodeon taking place on August 15. The tournament will match up 16 competitors to battle it out and become the first Akedo Ultimate Arcade Warrior champion. Leading influencers including Ninja Kidz, Onyx Kids, Ohana Boys and Kyle’s Toys & Games are all taking part and will be posting training videos on their channels in the lead up to the tournament.

The Akedo Super Ultimate Ultimate Tournament will go-live on August 15 streaming on Nickelodeon’s YouTube Channel. Catch all the tournament highlights after August 21 and see Akedo come to life in the animated series exclusively on Moose’s YouTube channel.

Akedo Ultimate Arcade Warriors is available now in all major retailers including Amazon, Argos, The Entertainer, Smyths Toys, Tesco and Very.

Moose Toys exists to make children Superhappy. It’s at the heart of everything we do. The team has innovation in its DNA and is famous for the design, development and manufacture of award-winning toys that continue to disrupt the market! Moose Toys leads in categories including collectibles, craft, dolls, games and youth electronics and is consistently recognized as the most creative company in the industry.

We are a family-run business, but that doesn’t mean we are small-time. We shook up the toy industry in 2014 with the global phenomenon Shopkins, and through these pint-sized characters, we reinvigorated the way children play. Not satisfied to stop at toys, we have also stretched ourselves into creating content, entertainment and making worldwide licensing deals. Moose calls Australia home, but our 500-strong team is scattered globally, spreading the Superhappy.

About Nickelodeon

Nickelodeon, now in its 42nd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing and feature films. For more information or artwork, visit www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of ViacomCBS Inc. (Nasdaq: VIACA, VIAC).

About WildBrain Spark

WildBrain Spark is an award-winning digital media company and one of the world’s most popular premium kids’ and family networks on AVOD. We offer a highly curated, brand-safe environment, where kids and families can enjoy broadcast-quality content, including Teletubbies, Strawberry Shortcake, Peanuts, Caillou, Inspector Gadget, Yo Gabba Gabba!, Degrassi, Fireman Sam, Spookiz, Polly Pocket and more. With more than 173-million subscribers on YouTube and YouTube Kids, we have over 220,000 videos under management, across more than 800 kids’ channels. Our network generates billions of views per month and reaches 1-in-3 kids globally on YouTube every 90 days. WildBrain Spark provides a full service for IP owners looking to connect with global audiences through our expertise in the creation of original content, YouTube channel management and consumer-products synergies. Our advertising sales team provides brands and agencies access to our reserved network and bespoke ad solutions. Based in London, New York and Los Angeles, WildBrain Spark is part of WildBrain Ltd., a global leader in kids’ and family entertainment. Visit us at wildbrain-spark.com.

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More Nick: Nickelodeon Announces 2021-22 Content Slate | Nick Upfront!

Originally published: June 24, 2021.

Press images via PR Newswire; Update PR via Mynewsdesk; Additional source: Toy World Magazine.

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ViacomCBS Int'l Launches Velocity UK Commercial Team

ViacomCBS Networks International (VCNI) has announced the launch of a new UK-based commercial team.

Lee Sears (pictured), Executive Vice President and General Manager, Digital & Ad Sales, VCNI.

Velocity UK, a sub-brand of ViacomCBS’s international commercial division of the same name, will be focused on leveraging VCNI’s social platforms business in the UK and act as the exclusive source for clients looking to reach audiences across its social inventory.

The media giant said that this new business will work closely with Sky Media, who will continue to handle all linear, VoD and sponsorship ad sales for ViacomCBS Networks UK and Ireland (VCN UK).

Heading up Velocity UK will be VCNI Executive Vice President (EVP) and General Manager (GM) of digital and ad sales Lee Sears. Sears will oversee the unit which will manage all digital and social inventory across VCN UK’s brands. This includes pay-TV channels Nickelodeon, Nick Jr., MTV and Comedy Central, in addition to free-to-air public service broadcaster Channel 5 and the CBS portfolio of channels.

In addition, the team will develop premium socially targeted campaigns for clients, with branded custom content partnerships that will stand alone on the network’s brand-safe social platforms or act as a compliment to on-air partnerships or events, including the upcoming Nickelodeon SlimeFest, MTV EMAs, and Channel 5’s Five on the Farm event.

The UK based team will be led by Amil Shah, who has been promoted to Vice President (VP) of International & Digital Sales and will report to Sears. Christa Thompson, Director of Digital Sales, has joined the team from Vevo UK where she led the business across a range of major media agencies and clients and will now oversee video and display inventory sales for Velocity UK. Aphrodite Kapeleris, Digital Brand Content Manager, will lead the branded content initiatives.

Sears said: “As our business continues to grow its digital and streaming priorities, we have the opportunity to meet increased demand in this space and serve different clients in new and exciting ways, enabling them to reach non-linear viewers across all demographics in an authentic way. 

“Using the scale of ViacomCBS’ brands, intricate media and local UK knowledge, Velocity UK will create and place platform-intentional content across our valuable IP, delivering targeted campaigns and providing end to end brand safe solutions for clients.”

Velocity UK will sit under the umbrella of ViacomCBS’ international commercial division, Velocity, which handles linear and digital sales across multiple markets.

The new team is currently working with a number of clients on branded content and premium buys across VCN UK’s digital and social inventory, with more details to follow soon.

More Nick: Nickelodeon UK Brings Slime Music and Mayhem Back to Blackpool with SLIMEFEST 2021!

Source: Digital TV Europe, Advanced Television.

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COVID-19 Vaccine PSA | ViacomCBS Velocity

COVID-19 Vaccine PSA | ViacomCBS Velocity


Be a part of the fight against COVID-19. 500K Americans have already volunteered to be vaccine trial participants. The National Institutes of Health (NIH) needs a million more. To find out more, visit https://linktr.ee/viacomvelocity

More Nick: ViacomCBS launches Vote For Your Life campaign in partnership with the Ad Council!

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ViacomCBS Sets Ad Sales Roster Under Jo Ann Ross; Clarifies New Titles And Some Exits

About a month and a half after the close of the Viacom-CBS merger, the combined company has finalized the roster of advertising sales executives reporting up to Jo Ann Ross.

Last October, Ross was confirmed as the head of sales for the combined company, following a 27-year stretch at CBS, the latter half of which coincided with the flagship broadcast network’s rise to dominance.

While the announcement last fall about her promotion meant longtime Viacom sales chief Sean Moran was among the executives to depart, six additional departures have been revealed. Several of those remaining in the fold also have new titles and roles.

What follows is an overview of the newly configured ranks, according to insiders at ViacomCBS, who conveyed the news to employees on Wednesday afternoon.

John Bogusz will remain Executive Vice President (EVP) of Sports Sales and Marketing, CBS Network Sales, overseeing sales for sports across the CBS Television Network and CBS Sports Network.

Louis Carr will continue as President, Media Sales, BET, responsible for linear and digital advertising sales and integrated marketing for BET, reporting to both Ross and BET President Scott Mills.

Steve Ellis will continue as EVP of Ad Strategy and Business Development, ViacomCBS.

David Lawenda, previously EVP, Digital Sales and Sales Strategy at CBS, will become EVP Sales, Digital Video & Interactive, ViacomCBS. He will be responsible for digital video and branded content across all ViacomCBS platforms as well as social influencer sales, also overseeing sales at Pluto TV in coordination with its Chief Executive Officer (CEO), Tom Ryan. He will report to Ross and John Halley, Chief Operating Officer (COO) of Ad Revenue and EVP, AMS at ViacomCBS. Rich Calacci, chief revenue officer at Pluto, will exit the company amid that transition.

Dave Morris, previously EVP, Advanced Advertising and Client Partnerships, CBS, is becoming EVP, Chief Client Officer, ViacomCBS. His focus will be on the company’s entire portfolio of assets and delivering a unified sales strategy for its top 50 key clients.

Karen Phillips, previously EVP, Ad Solutions, Viacom, will be EVP, Convergent Sales, ViacomCBS. She will be responsible for multi-platform sales across ViacomCBS cable brands, including Nickelodeon, MTV, VH1, Comedy Central, Paramount Network, CMT, TV Land, Pop TV and Smithsonian Channel.

Linda Rene will continue as EVP, Primetime Sales and Innovation, CBS Network Sales. She will be responsible for primetime sales, including branded entertainment and client supplied programming, and continue to lead the Eye Max team, focusing on branded entertainment partnerships and synergies.

Chris Simon will continue in his role as EVP, Network Sales, CBS Television Network, overseeing client partnerships and linear sales transactions as well as CBS’ sales offices in Chicago, Detroit and LA.

In addition to Pluto’s Calacci, five others are departing the company. That list includes Viacom’s EVP of Ad Solutions, Valerie Bischak; Smithsonian Channel Senior Vice President (SVP) Mary Ellen Bottone; Pop TV EVP of Ad Sales Michael DuPont; Viacom EVP of Advanced Advertising Bryson Gordon; and David Paschkes, EVP and Managing Director of CBS Experiences.

Halley’s new role will give him oversight of commercial and business operations for the unified ad team, as well as ViacomCBS’ portfolio of differentiated advanced advertising and marketing solutions across linear, digital and social. Russ Behrman, Executive Vice President, Sales Strategy, Planning and Administration; Mike Dean, SVP, Advanced Advertising and Automation; and Dario Spina, EVP and Chief Marketing Officer (CMO), Viacom Velocity, will all report to Halley. Spina will also report to Ross.

More Nick: 2020 on Nickelodeon USA | New Shows, Specials, Events, Movies, Episodes, and More!

Original source: Deadline.

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Power in Progress | A Viacom Velocity Study

Power in Progress | A Viacom Velocity Study



Viacom Velocity’s first global study defines what power means for Generation Z today. “Power in Progress” explores the social and cultural forces that contribute to shifting attitudes towards traditional sources of power—and brands need to pay attention.

Cast Featured:
Feliquan Charlemagne
Meredith Clark
Ellen Jones
Hauwa Ojeifo
Nadya Okamoto
Stephanie Patrick
Jen Sey

A film by: Viacom Velocity http://www.velocityviacom.com/
Produced by: VAM Studios

More Nick: Nickelodeon Embarks on New Direction with its Biggest, Most Wide-Ranging Content Slate Ever!

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Viacom Upfront: Viacom Sees Double-Digit Price Increases in Upfront

Advanced advertising products gain traction

Viacom completed its upfront advertising sales, getting double-digit price increases, according to sources familiar with the situation.

Despite falling ratings across the industry, Viacom was able to maintain volume levels by doubling commitments across digital social and advanced advertising products. Viacom’s Vantage, which targets ads based on data, doubled its upfront sales.

Overall, this years upfront has been strong, with most networks getting double-digit price increases on a cost-per-thousand viewers basis.

Over the past few years, Viacom was hit particularly hard by the trend away from traditional cable consumption on networks like Nickelodeon as young viewers in particular turned to digital platforms for entertainment.

Over that time, ad revenue at Viacom have been falling on a quarterly basis. But this year, the company has said it expects it ad revenue to turn positive in the second half and in the upfront that was reflected by some of the company’s strongest price increases in years.

Viacom has also been one of the leaders in pushing advanced advertising using data to better target commercials, with products including Viacom Vantage, Viacom Video and ramping up its influencer, brand content, shopper marketing and experiential capabilities.

Earlier this year Viacom acquired Pluto TV, an ad-supported free streaming television service, giving its a huge amount of over-the-top streaming ad inventory that can be targeted like digital advertising.

Viacom has been adding channels and content from its media networks to Pluto TV, including permanent channels Nick Pluto TV and Nick Jr. Pluto TV, and pop-up channels Dora TV (Dora the Explorer) and Totally Turtles (Teenage Mutant Ninja Turtles), move aimed at reaching young cord-cutters and cord-nevers. Viacom is also aggressively expanding Pluto TV's footprint globally.

Original source: Broadcasting & Cable.

From Variety:

Viacom Sees Flat Volume in TV’s Upfront Market

Viacom relied on Madison Avenue’s interest in new forms of video advertising to drive activity in the industry’s annual “upfront” market, but captured a level of advance commitments that was similar to last year’s benchmarks, a signal that the current ad market is proving more robust for broadcast TV than it is for cable.

The New York owner of Nickelodeon, Comedy Central and MTV secured a volume of advance ad commitments that was flat with last year’s, according to a person familiar with the matter, even as it saw media buyers double the commitments they made to the company’s digital and social outlets as well as to its growing advanced advertising business.

Other cable programmers have experienced similar dynamics. WarnerMedia, the owner of cable outlets like TNT, TBS and CNN, saw advertisers spend approximately the same amount on traditional linear TV as they did last year, according to a person familiar with the situation, even as they increased the emphasis they placed on new forms of content. Each year during TV’s “upfront” market, U.S. TV networks try to sell the bulk of their commercial inventory for the coming programming cycle.

The results emerge as many of the broadcast networks have seen surges in demand for their primetime schedules, with NBC seeing a volume increase of approximately 8%; CBS notching a volume increase of between 5% and 6%, and Fox capturing an increase in volume of between 8% and 9%. Disney has been taking more time to sell its inventory, according to executives familiar with negotiations, with its recent acquisition of the bulk of the former 21st Century Fox creating new complexities for its sales process.

Viacom faced some challenges in its sales process, according to people familiar with this year’s talks. Advertisers rushed to some of TV’s biggest venues for audience, ready to pay sizable price increases in exchange for getting ads in front of the medium’s bigger audiences. But recent declines in viewership – the result of audiences migrating to new streaming-video outlets – mean the cost of reaching viewers is increasing. As rates increased, advertisers had less to spend after doing business with the owners of the most successful content, and some of that dynamic has crimped cable’s ability to keep ad money flowing.

Even so, Viacom was able to secure double-digit increases in the rate it charged to reach 1,000 viewers, a measure known as a CPM that is integral to these annual discussions between Madison Avenue and TV networks. The company notches some of its highest CPM rates in over a decade, according to the person familiar with the matter.

Viacom highlighted a suite of “advanced” advertising capabilities, including the opportunity to use data to reach narrower cuts of demographic with commercial schedules. the company also spotlighted growing initiatives that make use of influencers, branded content and experiential efforts. Viacom for the first time sold advertising for its advertising supported streaming-video outlet, Pluto TV. Advertisers showed interest in the venue, particularly in some recently launched channels on the service that are based on the company’s popular cable outlets.

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From Adweek:

Viacom Finishes Upfront With Double-Digit CPM Gains as Potential CBS Merger Talks Loom

New acquisition Pluto TV helps drive advanced advertising demand

Its long-term future as a standalone company is up in the air, but Viacom has finished its upfront business, crossing the finish line with double-digit CPM (cost per thousand viewers reached) increases, according to a source close to negotiations.

The company secured its highest rate of change in CPMs in more than a decade. Volume was flat this year.

During last year’s upfront, the company secured CPM increases in the mid- to high single digits for its non-kids networks and double-digit growth among its Nickelodeon networks. It had been Viacom’s strongest upfront pricing increases in a decade.

Viacom wrapped its upfront negotiations as CBS is reportedly preparing an offer to re-merge with it, which would be the third time in the last three years that the companies have considered such a move.

Buyers were interested in Viacom’s newest upfront offering, Pluto TV, the free ad-supported streaming platform that it bought earlier this year for $340 million.

As part of the company’s advanced marketing solutions (AMS) portfolio, Pluto drove shifts to Viacom’s premium digital video inventory.

The company doubled its upfront sales year-over-year for data platform Vantage.

In April, Viacom CFO Wade Davis told Adweek that boosting Viacom’s AMS business was “at the core” of its Pluto acquisition, which will triple Viacom’s premium, full-episode addressable video supply next year.

The addition of Pluto strengthened ad sales chief Sean Moran’s “Viacom Everywhere” push this upfront, Moran told Adweek earlier this year.

“When you put together our linear offerings, our OTT offerings and Pluto, we’re able to reach over 50% of all 18-34s in the country,” said Moran, adding that Viacom’s reach extends to 80% when adding in its social capabilities via the Viacom Digital Studio and influencer marketing company WhoSay.

In the upfront, Moran also leveraged Viacom’s big purchases last year: WhoSay’s influential capabilities, experiential via VidCon—the world’s largest conference for YouTube and other online video producers—and branded programming through multichannel network AwesomenessTV.

Viacom held five separate lavish upfront events annually as recently as three years ago, but they have all been eliminated; this was the first upfront season that did not kick off with Nickelodeon’s usual event. Instead, the company has switched over to intimate dinners with agencies, during which the network presidents, CEO Bob Bakish and Moran woo buyers.

Most other networks and media companies have already completed their upfront business, including The CW, CBS, WarnerMedia, Fox and NBCUniversal.

###

From MediaPost:

Viacom Upfront: Double-Digit Percentage CPMs, But Volume Flat

While deeply involved in a merger talks with CBS, Viacom has finished its TV upfront advertising deal making -- across all platforms -- posting low double-digit percentage pricing gains with flat overall upfront revenue.

According to media executives, Viacom maintained upfront dollar volume across its networks/platforms by “doubling” media agency deals across its digital, social and advanced advertising businesses.

Viacom took in 12% to 14% average gains in CPMs -- the cost per thousand viewers -- across its media networks, which includes MTV, Nickelodeon, Comedy Central, VH1, BET and Paramount Network.

For its fiscal year 2018 ending last September, Viacom posted a 4% declined ($157 million) in U.S. domestic advertising revenues to $3.6 billion, due to lower linear TV viewership.

Typically, anywhere from 65% to 75% of a TV network’s advertising inventory is sold in the upfront advertising sales period that occurs before the September-to-August TV season.

Viacom representatives had no comment regarding upfront activities.

In fiscal 2018 year, Viacom’s Advanced Marketing Solutions -- which comprises addressable ad inventory and Viacom brand solution across platforms -- pulled in more than $300 million in full-year revenues.

Deal-making for Viacom during this upfront period also included higher revenue for Advanced Marketing Solutions, influencer, branded programming, shopper and experiential campaigns.

CBS and Viacom set a August 8 deadline for their merger talks, according to reports.

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More Nick: Nickelodeon Embarks on New Direction with its Biggest, Most Wide-Ranging Content Slate Ever!

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New Viacom Study Finds That Gen Z Knows Exactly How Powerful It Is | Youth Culture: Power in Progress

A new Viacom study shows how today's global youth are embracing their collective power, and what brands can do about it.

Anyone who has seen an Instagram post go viral or a YouTube video rack up millions of views understands the enormous collective power of Generation Z. But a new study from Viacom Velocity and Viacom Global Consumer Insights shows just how much today’s youth embrace their abilities to evoke change in the media world and beyond, Kidscreen reports.

According to Power in Progress, which fielded 11,000 participants ages 13 to 25 across 10 countries, 61% of young people believe their generation is more powerful than any other before it. Gatekeeping, they believe, is a collective effort.

Gen Zers in the US, Argentina, Australia, Brazil, China, Italy, the Philippines, Poland, South Africa and the UK believe power is increasingly seen as a collaborative exercise that is bolstered through the connected world. Seventy-two percent of participants believe they can have a successful career doing exactly what they want to do, and that same percentage encourages and supports others when they face challenges.

To that end, teens will band together to cancel people and views in which they don’t believe, and everyone is tasked with policing authenticity. More than half (57%) believe that power should belong to everyone, while 62% say that social media gives them a voice on important issues. While 63% believe social media has the greatest impact on their country, only 38% believe people like themselves are well represented in mass media.

In terms of interacting with brands, 50% of Gen Zers think that companies like Facebook, Amazon and Google are too big and powerful, and two-thirds believe brands should play a larger role in social issues. In fact, 70% say brands that do participate in social issues earn their respect.

According to Colleen Fahey Rush, Executive Vice President (EVP) and Chief Research Officer at Viacom Media Networks, young people are energized and emboldened by their beliefs that they can achieve their goals and have an impact in the world. And in order to connect with today’s teens, brands should show a genuine commitment toward earning their trust.

Viacom presented the findings of their Youth Culture: Power in Progress study during a panel at VidCon USA 2019.

From Streaming Media:

Half of Young People See Major Tech Sites as Too Powerful, Finds Viacom

Companies such as Facebook, Amazon, and Google are too big and powerful, agree half of today’s young people. During a VidCon 2019 panel called “Youth Culture: Power in Progress,” two Viacom executives presented the results of global survey showing how young people view power in the world. According to “Power in Progress,” presented by Christian Kurz, senior vice president of global consumer insights for Viacom, and Maya Peterson, senior director of culture and insights for Viacom Velocity, “This generation’s relationship to structural power is still in beta. Many young people can’t yet vote, or even drive, yet their values are starting to drive changes within powerful systems and institutions.”

The study shows a system in flux, but where it’s headed is hard to predict. “Brands are in a new position of power and acceptance,” the study says, noting that young people are twice as likely to trust brands than traditional institutions, and four times more likely to trust brands than politicians. But that doesn’t mean feelings about brands are overwhelmingly positive. Transparency is important to young people, but thanks to platform failures and resulting brand apologies, young people are deeply skeptical about brand integrity. Surprisingly, two-thirds don’t see the system as a barrier to power, while one-third do.

Young people see new media as a way to gain power for themselves, and are collaborating to harness attention and use media in new ways. That includes using media to boost underrepresented voices. With no gatekeepers on new media, young people are free to police authenticity and tell personal stories from new points of view, but also “cancel” people and ideas that don’t agree with their beliefs. The report calls this the “effects of the swarm.”

“Youth Culture: Power in Progress” was created from qualitative discussions and quantitative surveys in several countries, focusing on consumers age 13 to 25.

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About Youth Culture: Power in Progress:

Power in Progress is an exploration into the new dynamics of power and how young people around the world are defining, developing, and using their power to create change in their lives and society. Young people are growing up at a time when change matters more than ever. With the convergence of technology and world events, young people have a voice, power, and a platform like never before. Youth culture’s shifting attitudes about power has changed the game when it comes to growing up and generational influence. The status quo of the patriarchy, white privilege and the 70-year-old CEO are getting challenged.

What you’ll learn: How all this impacts on youth culture today, how they play, how they engage on the political stage and how they activate for the movements that they believe in.

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For more studies from the Viacom Global Insights team, visit insights.viacom.com.

More Nick: Nickelodeon Embarks on New Direction with its Biggest, Most Wide-Ranging Content Slate Ever!

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Viacom Velocity Presents: Diversity of Pride

Viacom Velocity Presents: Diversity of Pride



On June 28, 1969, police raided the Stonewall Inn in New York’s West Village for catering to the queer community.

Trans women of color led the rebellion against the raid, known as the Stonewall Riots.

50 years later, the message from "Stonewall" resonates still.

And today, as World Pride beckons, Viacom Velocity celebrates the diversity, power, and incredible bravery of the LGBTQ+ community.

More Nick: We Should Should Celebrate Pride | Pride Month | Nickelodeon!

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Nickelodeon Names Lego as First-Ever Global Sponsor of Kids' Choice Awards

Lego named Nickelodeon's Kids' Choice Awards' first-ever global sponsor

Mission: Kids' Choice Awards
Lego named global partner of Nickelodeon's Kids' Choice Awards

The Lego Group has partnered with Nickelodeon as it becomes the first-ever global sponsor of the Kids’ Choice Awards (KCA) due to take place next month in LA.

The partnership will feature an international campaign across Nickelodeon's markets in the US, Europe, Latin America and Asia Pacific territories.

To mark the sponsorship, the creative around the campaign will feature heroes from the Lego Ninjago TV series.

Due to be released on Thursday 7th March 2019, the spot will tell the tale of Lord Garmadon – the power-hungry Lord of Destruction. In true Kids' Choice slimy fashion, the Lego ‘bad guy’ is on a mission to steal the slime cannon, and it is up to the Lego Ninjago characters to defeat him to save the day (and the awards).

The campaign will feature custom-made linear stop-motion animation teaser content which will run on TV, as well as a two-minute social video story to lead up to the KCAs.

The entire story will also launch as custom branded programming on Nickelodeon’s YouTube channels. Leveraging the power of influencers, the campaign has YouTuber Devin Supertramp on board to craft a piece to go live on the channel which will amplify the global Lego partnership with Nickelodeon around the show.

Nickelodeon is also posting the campaign across 16,000 international billboards.

Lee Sears, Senior Vice-President (SVP), Sales and Partnerships and Head of Viacom Velocity International said: “It’s testament to the unique global reach and scale of the Nickelodeon Kids’ Choice Awards that The Lego Group has chosen to come on board as global sponsor.

“The special stop-motion animated Lego Ninjago Heroes KCA content that we’ve created for use across TV, digital and social media will deliver high-impact cut-through for this much-loved brand. We’ve proved that we provide a brand-safe environment whilst delivering strong commercial impact, enabling us to offer meaningful engagement for brands with hard-to-reach younger audiences as only we can do.”

Vice-President (VP) and Head of Americas Marketing for the Lego Group, Amy Pascal, added: “The Lego Group is excited to sponsor the Kid’s Choice Awards, a truly global celebration of kids and creativity across the entertainment industry. Our partnership with Nickelodeon helps deliver on our ambition to reach more kids in the US, and around the world, and inspire the Lego builders of tomorrow.”

Sean Moran, Head of Ad Solutions at Viacom said: "We’re excited to have The Lego Group on board as the first-ever global sponsor for Nickelodeon’s renowned Kids’ Choice Awards. This is Nickelodeon’s biggest event of the year and The Lego Group is the perfect partner to have front and center for kids and family audiences across the world.”

The news follows trainers on wheels company Heelys previously sponsoring the pan-European editions of Kids’ Choice Awards, beginning in 2015.

The news also follows Nickelodeon announcing earlier this month plans to air LEGO® CITY, a all-new high-stakes CG-animated comedy, created and produced by LEGO Group, which depicts the funny, smart, and dynamic slices of life within the sprawling and diverse LEGO CITY community. Set to debut later this year, the series follows the intertwining paths of the city's everyday heroes as they work together to stop a mysterious master criminal who begins to wreak havoc on their town.

This year’s Kids’ Choice Awards, hosted by DJ Khaled, will take place on Saturday, March 23, at the Galen Center in Los Angeles, California, and will broadcast live on Nickelodeon USA and YTV Canada. Within hours of the live show, KCA 2019 will roll-out on Nickelodeon channels internationally, providing kids around the world in more than 170 countries and territories the opportunity to tune into their local Nickelodeon channel to enjoy Nickelodeon’s Kids’ Choice Awards 2019 and experience stunts, surprises and slime at every turn!

Fans can cast votes on the official Kids’ Choice Awards website, KCA2019.com, and on the Screens Up app on supported iPad, iPhone and Android devices in the US. International fans can also cast votes through the Nick Play app in regions where it is available. Fans will also be able to cast their vote through social media on Twitter, and for the first time ever, Nickelodeon will be enabling voting on specific posts on Instagram.

More Nick: Nickelodeon Kids' Choice Awards 2019 International Nominees!

Original source: The Drum.

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Brands in Proximity: Brands in the Culture of Proximity | A Viacom Velocity Study

What was once mono-directional brand messaging is now multi-directional.



“The Culture of Proximity” has placed brand messaging closer than ever to consumer desires and expectations.

Featuring
Abigail Posner, Head of Strategy, Google Brand Unit, Google
Kenyatta Cheese, Co-founder, Everybody at Once
Marisa Thalberg, Chief Marketing Officer, Taco Bell
Jamin Warren, Founder, Twofivesix
Feminista Jones, Writer, Community Activist

A proprietary study commissioned by Viacom Velocity http://www.velocityviacom.com/

More Nick: Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study.

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Visual Communication: Language in the Culture of Proximity | A Viacom Velocity Study

In the digital and social age, communication is less about spoken words and more about visuals—like GIFs and memes. Viacom Velocity set out to understand the shifts in communication caused by The Culture of Proximity.



Featuring
Vivian Rosenthal, Founder, Snaps
Andrew Kuo, Visual Artist @earlboykins
David Rosenberg, Director of Business Development, GIPHY
Dr. Brie Likenhocker PhD, Director of Worldview, Stanford
Brooke Erin Duffy PhD, Professor of Media and Society at Cornell University

A proprietary study by Viacom Velocity http://www.velocityviacom.com/

More Nick: Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study.

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Experiences: The Power of Shared Moments in the Culture of Proximity | A Viacom Velocity Study

JUST RELEASED: Live experiences are as popular as ever, but the way we share and interact with them has fundamentally changed.



Viacom Velocity set out to understand the shifts in experiences caused by “The Culture of Proximity”. Watch and comment.

Featuring:

- Maurice Bernstein, CEO, Giant Step Marketing
- San Rahi, Global Head of Development, Sid Lee Studio
- Justin Bolognino, Founder/CEO, META
- Piera Gelardi, Co-Founder and Executive Creative Director, Refinery29
- Manushka Magloire, Director of Community Affairs, Afropunk
- Swizz Beats, Artist and Producer

A proprietary study commissioned by Viacom Velocity http://www.velocityviacom.com/

More Nick: Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study.

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The Culture of Proximity 1.0 | A Viacom Velocity Study | Documentary Film

*UPDATED VERSION* - Viacom Velocity set out to understand the new mechanics of culture in this documentary titled “Culture of Proximity.”



Cast Featured:
Chris Hardwick (Sanjay and Craig)
Kaseem "Swizz Beats" Dean
YesJulz
Alexis Ohanian
Andrew Graham
Alexis Johnson
DeRay Mckesson
Brie Linkenhoker
Ira Madison III
Zach Nycum
Casey Powell
Samuel Sinyangwe
Dan Southern
Rishad Tobaccowala

Teens featured:
Sharlene Dang
Allison Mei
Sanzida Moshen
Saul Rockmore

A film by: Viacom Velocity http://www.velocityviacom.com/

More Nick: Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study.

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Fame in the Culture of Proximity | The Future Landscape of Fame: A Viacom Velocity Study

Our relationship to fame is evolving – we are both one-step closer to celebrity and one step closer to being a celebrity.

Viacom Velocity set out to understand these shifts in fame caused by “The Culture of Proximity.”

Featuring:

21 Savage
Jojo Siwa
Mary J. Blige
Tiffany Haddish
Andra Day
Lil Rey Bowery (Lil Rey)
Hannah Brofman
Ira Madison III (Ira madison)
Coletrane Curtis
Brooke Erin Duffy, PHD
Dan Southern

A study by: Viacom Velocity http://www.velocityviacom.com/

More Nick: Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study.

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Viacom Acquires WHOSAY, A Specialist In Social-Media Influence Marketing

Viacom has acquired Whosay, a specialist in social-media influence marketing, seeing the move as a way to expand the media company’s advertising versatility.

Financial terms of the agreement were not disclosed.

Viacom has worked closely with Whosay for more than two years, executing more than 50 campaigns featuring the likes of Lil Yachty, LeToya Luckett, and Kegan Allen. Sean Moran, Viacom’s head of sales, said that by buying Whosay the entertainment conglomerate can more deeply integrate its social expertise across the sales and marketing organization and augment the work of the Viacom Velocity branded-content group.

“We’re excited about a deeper integration with Whosay and the strength of our combined capabilities,” said Sean Moran, Viacom’s head of marketing and partner solutions. “This partnership will add to our linear, digital and mobile arsenal by bringing us further into the world of social media and shopper marketing. Together, we will offer brand partners unparalleled creative solutions that maximize the power of storytelling, influencer reach, omnichannel distribution and advanced advertising tools to create quality campaigns that drive results.

“From a social standpoint, while we’ve had some excellent work there, it’s really been focused around our tentpoles like the MTV VMAs,” added Moran. “One of the reasons we’re so excited about Whosay is, this instantly puts us into a 52-week capability to deliver social solutions [to advertising clients] with curated scale.”

Using its proprietary Match platform, Whosay pairs brands and influencers, then creates a campaign and spreads it to a targeted audience across social, digital, mobile, linear, out of home and other channels. “Experience” marketing is another arena of interest, as Viacom continues to invest in live events such as the BET Soul Train Awards and the MTV Video Music Awards.

Viacom Chief Executive Officer (CEO) Bob Bakish has estimated revenue from non-traditional sources — a bucket that includes everything from advanced advertising to virtual MVPD bundles — at $350 million in 2017 and predicts it could reach $1B by 2020.

Whosay was founded in 2010 by CEO Steve Ellis and CAA, originally as a media company based on an invitation-only social network for celebrities. Today, New York-based Whosay functions as a creative-marketing agency that develops and produces branded content with talent ranging from “micro-influencers” to big-name celebs.

Whosay had raised about $30 million in funding from investors including Comcast Ventures, CAA, Greylock Partners, Amazon.com, High Peaks Ventures, and China’s Tencent. Its range of services include campaign strategy, influencer talent vetting and casting, content production, distribution and performance guarantees. The company also offers in-store and point-of-sale activations for clients.

All told, Whosay has run more than 400 campaigns that have generated over 5 billion impressions and 900 million-plus user engagements, according to the company. It distributes content across multiple platforms, including YouTube, Facebook, Instagram, Snapchat and Twitter.

Recent Whosay campaigns have featured Vanessa Williams for Aveeno; Darren Criss for AT&T; Tia Mowry (Sister, Sister, Instant Mom) for Oreo; Alec Baldwin for Chevrolet; Brynn Rumfallo (“Dance Moms”) for Pantene; Finn Wolfhard (Stranger Things) for Hellmann’s; Christian Navarro (13 Reasons Why) for McDonald’s; and former NFL players DeMarcus Ware and Emmitt Mmith for Dr Pepper and Kingsford.

Whosay’s Ellis said his company doesn’t operate a “network” of influencers. Instead, it creates custom content from scratch — from concept through to enlisting talent and distributing the finished product. “Our mission has been trying to improve the marketing experience on a mobile phone,” he said.

With Whosay, Viacom will be able to create campaigns built around Viacom intellectual property, Moran said, including show talent as well as characters like SpongeBob SquarePants. Whosay will also complement Viacom’s existing advertising assets, including Velocity, an integrated marketing and creative unit, and help Viacom’s new digital studios unit under president Kelly Day — who came on board last fall from AwesomenessTV — in monetizing short-form content, he said.

As part of Viacom, Whosay will remain in its current offices in New York and L.A. operating as an independent organization collaborating with Viacom’s Marketing & Partner Solutions group. Whosay has 72 employees, who will remain with the company under Viacom’s ownership.

Ellis, before starting Whosay, was founder and CEO of Pump Audio, a digital music-rights company acquired in 2007 by Getty Images.

Original sources: Deadline, Variety.

Viacom, Turner And Fox To Launch OpenAP, a Standard Audience Targeting Platform for Networks and Agencies

Viacom, Turner and Fox Networks Group are joining forces to make it easier for advertisers to use data to target ads across multiple TV networks.

Viacom's Sean Moran, Turner's Donna Speciale and Fox's Joe Marchese worked together for the past year on the new OpenAP audience targeting platform. Sources: Viacom, Jeremy Freeman for Turner, Fox

The three media giants have announced the launch of OpenAP, a web-based advanced audience platform standard for cross-publisher audience targeting and independent measurement, where advertisers can mix and match data sets to create ad targeting criteria that can be used for multiple TV buys.

For years, there has been a lot of industry talk—but very little action—about the need to create a standard audience targeting platform that will allow for more transparency in audience buying. Now, three of the biggest media companies have taken matters into their own hands to do just that.

In an open letter sent today to their clients and the industry, Donna Speciale (president of Turner Ad Sales, a unit of Time Warner Inc.), Sean Moran (head of marketing and partner solutions, Viacom) and Joe Marchese (president of advanced advertising products, Fox Networks Group) said OpenAP is “an open platform that supports industry-standard measurement sources and data, not just proprietary, walled-garden, self-governed reporting. It is consistent matching for an advertiser’s custom first-party audiences in the development of cross-publisher media plans.”

OpenAP will go into beta this summer, and the consortium said they expect the platform to factor into their upfront talks this year.

As each company has worked on their respective audience targeting platforms, they kept hearing from clients who “were hoping that we would get together to make it much more simplified and scalable for them to do business with us,” said Speciale, who said the three companies have spent the past year working on the new platform, adding “clients have really been the catalysts for this.”

“As demand for this kind of targeting has grown, adoption has been limited,” said Sean Moran, Viacom’s head of sales, marketing & partner solutions. “The buying has not been as transparent or consistent.”

OpenAP won’t take the place of companies’ individual audience targeting platforms, but publishers and agencies will be able to integrate OpenAP with their own systems. “It means that a buyer won’t have to recreate the segment three times,” said Marchese. “So we’ll create one specific advanced audience segment, and then Fox will use AIM [its Audience Insights Manager] and Viacom will use Vantage and Turner will use Ignite, and they’ll come back with plans, because we each do unique audience footprints, and we are going to want to use our specific assets in different ways.”

“We’re making significant investments here, because we know we need to be doing this,” Marchese added, “from day one, there will be multiple billions of dollars worth of inventory that will potentially be available [using these data sets].”

On the back end, said Marchese, “that exact same advanced audience is going to be able to be measured the same across all three. It removes all the pain from the audience side of this. This is what audience buying should be.” The platform, he added, “is a massive first step in getting a third-party verified source for advanced audience buying.”

Today’s announcement was short on specifics about the data used in the platform—the consortium is even declining for now to name the “leading, neutral third-party auditor” who will run the platform and developed it with Turner, Viacom and Fox’s internal product teams. But the three execs said they will provide that information at an April 7 event that they’re hosting for agencies and clients, where “we’re going to be getting down into the weeds and [offer] details of how we’re pulling the data sources,” said Moran.

For now, Speciale will say that the platform is “data-agnostic” and can accommodate any data sets, or syndicated data sets, that clients and publishers want to use.

While the ad sales execs were tight-lipped about the platform’s data sources, Nielsen said that the company will supply some of the data for OpenAP and applauded the new platform in a statement: “We support the consortium’s goals to give advertisers and agencies verified and audited reporting of delivery. This is an important part of what is needed to create openness and transparency in ad buying and selling.”

Even though Viacom, Turner and Fox created and launched the platform, OpenAP will be open to all television publishers. “Our goal is that it’s widely used throughout the industry, by media companies, agencies and clients,” said Moran. “We really believe that it’s going to be widely adopted by a lot of other television publishers.”

The more publishers that come on board, said Speciale, the easier it will be for clients to use OpenAP to buy audiences.

Right now, OpenAP will be restricted to linear inventory, but the consortium hopes that the platform will ultimately be cross-platform and cover anywhere that publisher’s premium content can be viewed, said Speciale.

An OpenAP beta should be ready by June or July, and the consortium expects that the platform will go out of beta in the fall. While it will be up to each publisher, the three companies expect OpenAP to factor into their upfront talks about inventory and audience targeting. “This just makes it easier,” said Moran.

Rival TV giants such as NBCUniversal, CBS Corp., Walt Disney Co. and Discovery Communications Inc. are not part of this initiative. But according to Mr. Moran, all media companies are “welcome to join.”

The three media companies are planning to hold an event in New York on Friday 7th April 2017 where more details on OpenAP will be revealed.

Sources: AdWeek, Wall Street Journal.

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