MTV Networks, a unit of Viacom, said that Pepsi-Cola North America has signed a deal to sponsor the delivery of its video content to mobile phones.
The move is the first time MTVN has sold advertising across its mobile portfolio. The company said that Pepsi brands will feature prominently on the MTV and Comedy Central mobile TV channels, as well as the new MTV, VH1 and Comedy Central mobile websites.
The MTVN mobile TV channels and websites ensure diverse audiences can stay easily connected to the music, comedy, pop culture and entertainment programming they love in the manner that best suits their needs. By embracing the mobile media platforms, Pepsi are ensuring the widest possible reach for engaging existing and potential customers.
With the introduction of mobile advertising, MTVN creates an entirely new revenue stream, as well as a new way to fuel further content innovation and growth on mobile, said Philippe Dauman. I’m thrilled that MTVN is taking this step toward fully unlocking the value of its mobile portfolio with strong, credible, and widely recognized brands like Pepsi.
Cie Nicholson, senior vice president and chief marketing officer, Pepsi-Cola North America, said: As we continue to evolve our advertising, we see this as a great opportunity to reach our on-the-go consumers in an engaging environment. We look forward to collaborating with our partners at MTVN on this exciting new project.
Judy McGrath, chairman and CEO, MTVN, said: Our strategy is to provide our audiences with compelling entertainment experiences, and by introducing mobile advertising, we’re offering our advertisers a closer connection with our audiences across platforms.