MTV uses Digital to create advertising answers


NEW YORK - MTV Networks announced Tuesday that it is creating Digital Fusion, a new specialized unit that will service the company's advertisers by developing marketing and advertising solutions incorporating original and custom creative content across all of MTVN's digital assets.

Operating within MTVN's Digital Advertising group, Digital Fusion will leverage the company's websites, mobile properties and digital creative teams to more deeply connect advertisers with consumers, the company said. The new unit is being led by Jason Witt, senior vp and general manager, who will report to Nada Stirratt, executive vp, digital advertising, MTVN.

"Our marketing partners want solutions that take full advantage of our greatest strength – creating innovative and engaging content," Stirratt said. "Digital Fusion will empower marketers to further tap into our iconic brands, and access customized digital marketing solutions with the same ingenuity and inventiveness as our music, entertainment, comedy and pop culture content."

MTVN said Digital Fusion will work across the company's digital portfolio to create entirely new digital ad products, from creative uses of existing inventory to original interactive experiences, including video content, online games, microsites and widgets. Drawing on the resources of MTVN's product development, ad operations and research teams, the new unit will develop marketing solutions that incorporate unique consumer insights, as well as tools and features used for all of MTVN's digital content. Digital Fusion will cover all of MTVN's digital platforms, including the company's expanding roster of niche sites, its mobile offerings and its growing stable of virtual worlds.

MTVN recently announced a development slate of two dozen targeted websites that bring the company's global website portfolio to more than 300. The company also said recently that it will invest more than $500 million over the next two years in the development and distribution of its gaming business to drive engagement among its core demographic audiences. And MTVN recently began to roll out Flux, a social media platform that it said will grow to span the company's young adult and adult-directed websites and be open across the Internet. In October, MTVN sites attracted 90 million unique visitors globally, according to comScore Media Metrix.

A unit of Viacom, MTVN owns 145 channels worldwide including TV programming services MTV, MTV2, VH1, mtvU, Nickelodeon, Nick at Nite, Comedy Central, TV Land, Spike TV, CMT and Noggin/The N.