Viacom, Scripps & Turner Focus on Integrated Marketing; Viacom Doubles Down on Investment

Scroll down for the top 20 ranked specialty entertainment networks among the 35 measured in the MyersBizNet report for Integrated Marketing and Promotional Support.

In a new study of 300 advertiser and agency executives on their perceptions of the marketing and promotional integration opportunities offered by specialty entertainment TV networks, Viacom Media Networks' three sales groups rank first, second and seventh, and last week the company announced Viacom Velocity, an expanded investment in integrated marketing and branded content development. Jeff Lucas, VMN's Head of Sales for Music and Entertainment, commented to MyersBizNet: "We need to rise above the [media] clutter and differentiate ourselves – and do it quickly. The business is at a tipping point – so much is happening at once. We have to stand out and deliver the most value for the dollar, so we're taking integrated marketing to a new level in a comprehensive industry initiative."

Scripps and Turner Broadcasting landed two sales groups each in the top ten among specialty entertainment cable networks. Rounding out the top ten were Discovery Channel, ABC Familyand AMC/WE/IFC, followed closely by Bravo. A separate study has been released on broadcast networks and MyersBizNet is in the field now with a survey on News, Sports and Information media companies. Full study details are available to MyersBizNet Premium and Platinum members. ( Scroll down for the top 20 ranked specialty entertainment networks among the 35 measured.)

Although MyersBizNet has been rating media companies' integrated marketing initiatives for two decades, it's only in recent years that these capabilities have been in wide demand by marketers and agencies. Viacom's Kids and Family networks, ESPN, Scripps and Turner Broadcasting were among the first leading TV networks to make marketing and promotional support a keystone of their sales efforts. Viacom Velocity is being positioned as "a new full-service group offering insights-driven integrated marketing and creative content solutions." Heading the unit will be Viacom marketing execs Dario Spina (Integrated Marketing) and Niels Schuurmans (Creative Content Solutions). Both report to Lucas, who agreed "this has been an evolution. Most of our growth will come from the amount of value we can deliver, and we're bringing in more fire power to provide clients and agencies with ideation, creation and execution of customized programs. It's about taking our great content and our audiences across all screens and delivering for clients in a strategic model based on their needs and goals."

Velocity will offer insights and creative teams to "funnel our insights into ideas and creative solutions across all marketing tools and resources. It's one more piece in the arsenal," said Schuurmans. Those resources include the nation's most viewed billboards in front of the company's Times Square offices. A content integration initiative developed for the launch of Nike's Air Jordan AJ XX, featured Comedy Central's Key & Peele comedy duo in a viral video that was viewed nearly 2 million times across multiple channels.

Media companies have used integrated marketing as a business tool since the mid-1970s, but it's just now becoming a required component of a sales and marketing team's portfolio of services, and is being used to differentiate branded media with large and loyal audiences from commoditized cost-per-thousand/cost-per-click media that are dependent solely on audience reach. "Every client has a unique set of circumstances and we want to work with all of them, and be flexible to be able to respond to each client's custom needs and goals," advised Lucas. "Viacom Velocity is built to utilize our unique relationship with our passionate fans and drive value for marketers through consumer insights, strategic collaboration and creative excellence," added Spina.

Source: 2014 MyersBizNet Advertiser & Agency Media Satisfaction Survey on Specialty TV Networks. Field Work conducted November 2013. 291 respondents. Rankings based on percent of respondents familiar with each organization rating that organization 4/5 on a 5 point scale. Categories measured include Quality Sales Team and Customer Service, Effective Upfront Presentations & Negotiations, Value for the Investment, Marketing & Promotion Integration Opportunities, Multi-Platform Digital Extensions, Relevant Research Support & Intelligence. Data may not be reproduced without written permission except for use by MyersBizNet Premium and Platinum Members. Full methodology and questionnaire available to MyersBizNet members.

If you are receiving this report, you are a registered member to MyersBizNet or are receiving it as part of a registered corporate membership. As a member, Jack responds personally to your e-mails, requests and comments. He is available to speak at your company events. In addition to Jack Myers Media Business Reports, your membership underwrites MediaBizBloggers.com, Women in Media Mentoring Initiative,Jack Myers Wall St. Report, Jack Myers Video Media Report, plus our exclusive industry economic forecasts, trend forecasts and corporate performance research. Re-distribution in any form, except among approved individuals within your company, is prohibited. As a member you have full access to all archives and reports at www.jackmyers.com. If you require your ID and password, contact maryann@jackmyers.com