Viacom has appointed Yahoo! to provide sponsored search and contextual ads for all its 33 broadband sites, including MTV.com, VH1.com, Nickelodeon.com, comedycentral.com and BET.com. The multi-year partnership deal has a possible expansion to more than 140 additional Viacom websites across the globe.
Yahoo! has announced that the ads will be powered by its newly launched search marketing system, known by its project name ‘Panama’. Yahoo! claims that the new search marketing system is designed to deliver even more relevant sponsored search and contextual ad results to users.
Philippe Dauman, President and CEO, Viacom, said, “This far-reaching partnership brings together world-class content and technology for the benefit of users and advertisers alike. Yahoo! has made impressive strides with its new search marketing system. As a global leader in content for every screen and platform, we could not be more pleased to have them as a partner, and we look forward to develop our relationship with the passage of time.”
Terry Semel, Chairman and CEO, Yahoo! Inc, said, “Aligning Viacom’s popular brands, leading content and large audience with Yahoo!’s more targetted and relevant advertising marks the beginning of a powerful and engaging partnership between the two companies.”
“Our strategy is to provide our audience with the most absorbing entertainment experience possible on every platform, and this deal with Yahoo! increases the monetisation of our growing online portfolio,” added Judy McGrath, Chairman and CEO, MTV Networks.
Viacom claims that in February 2007, more than 90 million unique viewers visited their online properties.