CMT’s “PARTY DOWN SOUTH 2” MOBILE AD CAMPAIGN DEBUTS FIRST EVER “SET-TO-DVR” CAPABILITY
CMT capitalizes on skyrocketing playback viewership, promotes new series Party Down South 2 leveraging AdTheorent’s Apptivation® deep linking functionality
NASHVILLE AND NEW YORK — NOV. 13, 2014 — CMT, a unit of Viacom Inc. (NASDAQ: VIA, VIAB), and AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today introduced a first-to-market “set-to-DVR” feature in its mobile ad campaign to promote CMT’s new series Party Down South 2, the next installment as CMT builds a franchise around the hit show. Running Nov. 14-27, this mobile tune-in promotion drives users directly and seamlessly to their DVR app where they can record the premiere or the entire season of Party Down South 2, right from their phone or tablet. AdTheorent’s Apptivation is the only solution in market that allows a consumer simply to “click” the ad in order to perform the desired action: the consumer does not need to log in, fill out a form, enter a zip code or specify the cable provider. CMT is the first brand to enable this direct click-to-DVR functionality in a mobile ad campaign.
“As the consumption of content continues to shift to new platforms and devices, we understand how necessary it is to be directly connected with our viewers,” said Anthony Barton, SVP Consumer Marketing and Creative, CMT. “The set-to-DVR functionality is the perfect opportunity to maximize our reach and remove any barriers for viewers who want to access our content.”
Rankings and Ratings: Playback Viewers Dominate
In addition to being one of the Top 5 Programs among Millennials and ranking as the No.1 digital series for the network, season two of Party Down South currently ranks as the top original program in CMT history. Playback increased +64% from LSD to L3 in season two, supported by a rapidly growing base of playback viewers.
A Branded Entertainment Experience
The custom rich media ad unit developed by AdTheorent features a tap to expand that opens into a full page rich media landing page that includes video, social buttons, a Party Down South quiz, and the “set-to-DVR” reminder powered by AdTheorent’s deep linking technology platform, Apptivation.
“Over the past three years, having partnered with CMT on nearly a dozen rich media and video tune-in campaigns, we’ve seen tremendous innovation from the CMT team,” said Josh Walsh, EVP of Product at AdTheorent. “CMT has showcased the power of Apptivation-powered mobile ad units and how they can be deployed to create valuable user engagement. We are thrilled to partner with CMT on this first-to-market execution of Apptivation’s ‘set-to-DVR’ ad unit,” added Chris Cagle, AdTheorent’s EVP of Technology and the lead engineer for Apptivation.
AdTheorent's Apptivation is unprecedented deep-linking technology that powers "intelligent ad units," enabling seamless and efficient user engagement. Apptivation mobile ad units feature the intelligence to detect and instantly launch a specified app on a user's mobile device, bypassing typical login steps. Apptivation can deep link to any social media app, or a specific page within these apps, including Facebook, Twitter, Instagram, Foursquare, Vine, LinkedIn, Youtube, Pinterest, Tumblr, Google+, and many others. Additionally, Apptivation can be deployed with any brand-specific app (i.e., Fandango, Pandora, Amazon, and more), as well as native mobile apps. This allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions.
About Party Down South 2
CMT is introducing a new crew of guys and gals from the South who are ready to get their party on, when PARTY DOWN SOUTH 2 premieres Thursday, November 20 at 9 p.m., ET/PT. Marking the beginning of a franchise for the hit series, the one-hour, 12-episode season follows this rowdy group of eight as they arrive in Biloxi, Miss., ready to shotgun the summer.
CMT, a unit of Viacom Inc. (NASDAQ: VIA, VIAB), is the leading television and digital authority on country music and entertainment, reaching more than 92 million homes in the U.S. CMT, CMT.com and CMT Radio offer an unparalleled mix of music, news, live concerts and series and are the top resource for country music on demand. The network’s digital platforms include the 24-hour music channel, CMT Pure Country, CMT App, CMT Mobile and CMT VOD.
AdTheorent is a technology company that is transforming mobile advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.
AdTheorent’s machine learning technology – the Real Time Learning Machine™ (RTLM) – combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time – all in “real time” within brand advertisers’ ROAS and performance goals.
AdTheorent’s Traktion™ solution is the mobile advertising industry’s most advanced cross-device/cross-media measurement and analytics technology, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.
AdTheorent’s Apptivation® is unprecedented deep linking technology that powers “intelligent ad units,” fostering seamless and efficient user engagement. Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.
The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit: www.adtheorent.com.