But they also present a tremendous challenge – namely being able to distribute and measure that content cross-platform.
As the TV upfront season approaches, Viacom sales chief Jeff Lucas said overcoming this challenge will be a priority. Viacom is working with social media marketing company Mass Relevance (which just merged with Spredfast) to launch a product during upfront season called EchoGraph for advertisers to measure the online influence of campaigns across platforms like Tumblr, Twitter, Instagram and Vine.
“Marketers want a combination of measurement and distribution. Impressions are great, but they want engagement and measurement,” Lucas said. “Echo, (Twitter) Amplify and Tumblr will all be a big part of the upfront packages. We approach every upfront deal with, ‘How do we provide the opportunity for clients to engage with us across all screens and get deep with this content?’”
EchoGraph essentially extends branded content division Viacom Velocity’s client-service offering Viacom Echo. According to Lucas, reach and impressions are important, but marketers are asking about engagement – a metric more commonly associated with native ad formats.
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