uploads///Viacom Vantage

Viacom Vantage: Key Part of Viacom’s Advertising Portfolio

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Dec. 2 2015, Updated 10:05 a.m. ET

Vantage

Vantage was unveiled by Viacom (VIAB) earlier this year. Last year, Viacom developed Vantage in-house. It was in beta before being unveiled earlier this year.

Vantage is Viacom’s data analytics platform. It offers advertisers campaign measurement and enhanced audience targeting. Viacom’s Echo is another data analytics platform that provides advertisers with the ability to reach a targeted audience through social media. Viacom Vantage has been a success for Viacom. In its fiscal 2015 call, the company stated that the platform is in high demand by advertisers.

Many companies are acquiring ad technology companies like 21st Century Fox’s (FOXA) acquisition of True X or Facebook’s (FB) acquisition of video ad platform LiveRail.

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Why Vantage?

Currently, Vantage is used by 11 advertisers. Viacom intends to triple the number of advertisers using Vantage by next year’s ad upfronts. The reason for Viacom’s focus on monetizing Vantage is because Viacom’s top 100 advertising clients account for 75% of the company’s advertising revenue.

Earlier this month, Viacom entered into an agreement with TiVo (TIVO) that will enable advertisers to access viewership data from the TiVo set-top box and advertise in a more targeted way across Viacom’s cable networks.

Earlier this year, Viacom also acquired a significant stake in DigiTour—a live events provider for popular artists on social media. Viacom believes that a stake in DigiTour will provide Viacom with the opportunity to partner with DigiTour to strengthen Viacom brands.

Viacom accounts for 0.33% of the PowerShares QQQ Trust Series 1 ETF (QQQ).

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