Multi-Medium Movement

MTV Aims for Multitasker

PepsiCo, Verizon and Kraft Test Ads That Simultaneously Hit Different Platforms 

By SUZANNE VRANICA

September 5, 2012, 7:21 p.m. ET

     In the article posted in The Wall Street Journal written by Suzanne Vranica, one learns about MTV's idea of a new triple threat of advertising. Following the trend of social media's increasingly influential role in culture, MTV has created a multi-platform advertisement system called Reverb. Reverb allows companies to advantageously utilize MTV's television channel, mobile app WatchWith, and website all at the same time. By covering all three of MTV's major forms of medium companies such as Pepsi are able to reach a larger marketer, and more importantly, the multi-tasker. By incorporating three major mediums for marketing, companies are increasing their chances of reaching their targets by three-fold. 

     "About 84% of smartphone owners and 86% of tablet owners said they used their mobile device while watching TV at least once during a 30-day period, according to a Nielsen study done in June. Nearly half of those tablet-owners said they visited a social-networking site during a program."

    Their is a certain marketing beauty behind this type of advertising blanket. By involving mobile, Internet, and television, companies are broadening their market horizons. While a consumer may miss the website ad, they could very well see if the TV ad, and if that fails they have the mobile app as a double back-up.  

       The wider the spread of viewers, the more chances Pepsi, Verizon, and Kraft among others have to impact a person's desires for a product. I think this idea will garner a lot of attention, be duplicated by other companies, and will have a lot of twitter birds chirping about products. I believe this style of interaction with consumers will be positive for all parties involved. 

     The only possible downside I can see is if the consumers do happen to witness all three forms of advertisements and begin to get fed up with the overwhelming and inescapable marketing strategy. 

 

WSJ ARTICLE

Topics: Market Penetration, Advertising, Demographics