Traits like relevant, unpredictable, open, risk-taking…are the characteristics that MTV projects through its advertisements, VJs, and entertainment programs … In the following slides, we will see how these personality traits are integrated in various MTV advertisements…
The Holocaust clip sets a more serious tone-it uses dramatic approach to show its viewers the importance of being aware of political issues. This was part of a campaign by MTV Think-which is their effort to create a more positive, and socially-relevant image for the MTV. it encourages viewers to discuss about relevant issues like politics, environment, sexuality, and discrimination…
This ad is about the daily routine of a zoo keeper, scooping up elephant poo, and after a long day’s work, he goes into a music store, and buy himself a guitar. It ends with the message: Life is SHIT without music. This commercial uses humor appeal but is kind of gross..and it just shows just how unpredictable and risk-taking MTV’s can be.
Aside from Television, other traditional channels of advertising includes Outdoor ads, Print ads (which are really hard to find, I don’t think MTV uses that much print ads anymore), and Tie Ups. Here we have a tie-up of MTV with Body Shop selling a lip gloss with proceeds that goes to fighting HIV. If you were wondering why we grouped them under traditional advertising, it’s because more and more of its television viewers have switched to the internet..where they watch youtube, blog, and socialize..
To run after its viewers, MTV has decided to use new channels of advertising such as microsites, viral marketing, advergaming, mobile advertising, and backchannel.
MTV.com has links which brings you from one microsite to another. Aside from the Official Sites of MTV shows, MTV also has websites for which cater to audiences with various interests, such as: BuzzWorthy- for entertainment news, MTV Think- where people can share their thoughts on topics in politics, discrimination, sexuality, education, and environment MTV Tres- caters to the Hispanic and Latin American communities Headbangers Blog- for fans of rock music MTV Multiplayer-for video game fans MTV Splash Page-for comic fans The goal of this is to keep you staying on their site as long as possible
Aside from the internet, another powerful media platform is the mobile phone. MTV offers free mobile alerts, and podcasts to its mobile users. Podcast is another great channel of advertising, in fact, MTV’s Video podcasts are almost 50% advertising, in a 90 second podcast, only 47 seconds is for the program itself, the rest, are advertising. Which can be quite annoying for the users..but hey, it’s free anyway… Also, users can download MTV RSS Feeds and Widgets on their blogs and desktops-to keep them up to date with MTV news.
Backchannel is a chat interface that runs live online while a Hills episode is airing on tv. Viewers can choose to be a tagger or a clicker. Taggers type in their computers a one-sentence witty comment -- about something that's going on in the show onscreen. Clickers click on the tags they like. The most-clicked-on tags get ranked in an online chart. If you’re watching the show alone, no problem. Cuz Backchannel replaces the traditional experience of sitting around with your friends and bitching about a show- cuz now, you’re watching the show with hundreds of people online- which makes it more fun and interactive. A publicist for the network tells me they’ll soon introduce Backchannel to another MTV show, Paris BFF . The backchannel is a great way to advertise a show since it is something new, and drives curiosity, and also, it makes people look forward to watching the show.
Mike Vaccaro & Lucille Choi
History & Background <ul><ul><li>August 21,1981 </li></ul></ul><ul><ul><li>- M TV Begins on air </li></ul></ul><ul><ul><li>- VMA begin in 1984 </li></ul></ul><ul><ul><li>Advertising ON M TV </li></ul></ul><ul><ul><li> - #1 Media Brand in the world </li></ul></ul><ul><ul><li> - Reach: 387 million households worldwide </li></ul></ul>
Age 13-24 <ul><ul><li>69% of Purchases Made Due to Brand Name </li></ul></ul>Average Viewer Age in buying power <ul><ul><li>33% of America’s Total Population </li></ul></ul>Watch MTV <ul><ul><li>21 </li></ul></ul><ul><ul><li>$250B </li></ul></ul>Target Market
Adver- gaming Advergame Print Ads Mobile Ad Backchannel Vmtv.com- Virtual MTV
Mobile Advertising Microsites Viral Mkt. Advergame Backchannel <ul><li>3 seconds MTV Podcast Ad </li></ul><ul><li>19 seconds advertising for Clean & Clear </li></ul><ul><li>4 seconds of MTV News Ad </li></ul><ul><li>47 seconds of content </li></ul><ul><li>4 seconds more of MTV News Ad </li></ul><ul><li>10 seconds more of MTV Podcast Ad </li></ul>Breakdown of a typical MTV News Podcast MTV Widget MTV RSS Feeds MTV Podcast MTV Mobile Alerts
Backchannel Microsites Viral Mkt. Advergame Mobile Ads Backchannel
References <ul><li>The Branding of MTV : Will Internet Kill the Video Star? By Paul Temporal (2008) </li></ul><ul><li>MTV Press Release- http://mtvpress.com </li></ul><ul><li>MTV Hats Blog- http:// hatsblog.mtv.com </li></ul><ul><li>MTV’s Virtual World- http://www.vmtv.com </li></ul><ul><li>MTV Puberty- http://www.immaturity.tv </li></ul><ul><li>Straight/Gay Ad- http ://www.youtube.com/watch?v=PhgulIFjF4E </li></ul><ul><li>Holocaust Ad- http ://www.youtube.com/watch?v=vTOuq4pY10o </li></ul><ul><li>http://upload.wikimedia.org/wikipedia/de/thumb/c/ce/MTV-Logo.svg/673px-MTV-Logo.svg.png </li></ul><ul><li>http://www.cabletvadbureau.com/02Profiles/MTVProf.htm </li></ul><ul><li>http://en.wikipedia.org/wiki/MTV </li></ul><ul><li>http://www.idanda.net/images/editorial/04/Lois/MTV-large.jpg </li></ul><ul><li>http://gregverdino.typepad.com/greg_verdinos_blog/images/mtv_moonman.jpg </li></ul>