Content Is The Constant In An Era Of Relentless Change
Viacom Upfronts Dinner

Content Is The Constant In An Era Of Relentless Change

A lot of ink has been spilled chronicling the seismic changes in the media industry over the last several years. And there’s no question there is a lot going on.

What is equally true is these same changes are upending and reshaping how advertisers can effectively engage with consumers who are increasingly difficult to reach. Over the last few weeks, I’ve had the privilege to talk at length with our advertising partners about these changes at a series of “Upfront” dinners we’ve hosted – about how Viacom is adapting, and how we can help advertisers adapt as well. 

We’ve talked about how Viacom has transformed itself over the last two years into a premium, branded, global, multi-platform content company. And we’ve walked them through the suite of advanced advertising capabilities, new lines of business and our expansion into next-generation platforms that will enable agencies and their clients to reach the most coveted audiences in media.

Driving all of this is what we call Viacom’s culture of content. But, what does a “culture of content” mean, and how does it help our partners?

Our culture of content enables Viacom to meet our fans wherever they are, with the content they crave. In a landscape that continues to change rapidly, Viacom is creating content across genres, lengths and formats, unleashing our creation capabilities and our broad and deep library of intellectual property across the spectrum of the consumer experience, including:

  • A compelling slate of new and returning originals feeding our branded networks all around the world
  • The digitally focused Viacom Digital Studios creating content out of existing and new IP
  • Our growing studio production business churning out premium content for third-party platforms, providing new integration opportunities
  • And, of course, a growing live events and recreation division that allows our fans and partners to reach out and touch our IP in the real world

In media alone, the combined impact of this is substantial – one way or another, our content reaches 80% of the nation’s 18- to 34-year-olds, compared to approximately 50% just two years ago -- guaranteeing our partners entree into the worlds of young, diverse and hard-to-reach audiences. Put more bluntly, if you want to reach young audiences at scale, you’ve got do to it through Viacom.

Of course, we serve a broad range of valuable audiences beyond 18-34s: 2-11s, 12-24s, 18-49s and 25-54s on the traditional demo side, plus an incredible range of advanced audience segments. You need ‘em, we got ‘em.

A culture of content also means an intense focus on audiences and consumer behavior. And that has caused us to zig while our competitors are zagging. Simply put, our acquisition in March of Pluto TV, the largest free streaming television service in the U.S., has awakened the industry to the promise of ad-supported streaming television. Pluto TV, which now reaches more than 15 million monthly active users (up from 12 million when we initially announced the deal in January), will not only give subscription-weary consumers a free alternative, but it also establishes a home base for a selection of Viacom’s tens of thousands of hours of beloved library content, delivered via mobile and smart TVs, opening up an enormous new domain for our advertisers (stay tuned for more on that in the weeks to come).

Importantly, a culture of content means that we are not clicking off our televisions any time soon. Basic ad-supported TV remains the format where the significant majority of consumers continue to watch video. And Viacom leads all network families in our target demos in this ad-supported cable space, with consumers spending nearly 6.9 billion hours with our content in the first quarter of the year alone. Our recent agreement with AT&T, which deepened and expanded carriage of our programming across AT&T and DirecTV, affirms our commitment to creating the maximum value for our partners and our consumers in the linear television universe.

And for our advertising agency and client partners, a culture of content means that all of these linear and digital platforms are supported by Viacom’s best-in-the-business advanced advertising capabilities - one where more than 80% of even our digital content is viewed on the TV glass – which is where it has the most value for advertisers. What this adds up to is a one-of-a-kind ecosystem where advertisers can reach the consumers they want with the messages that will resonate with them the most.

One of the most gratifying comments I heard at our dinners was from a senior executive at an agency partner, who told me, “You know, I was a little worried about Viacom two or three years ago. I wasn’t sure where you guys were headed. But after tonight, I can see how much progress and how much vitality there is in everything you’re doing. It’s really exciting and great to see.”

I couldn’t have said it better myself.

Steve Brant

Founder and Director at the Route 66 Spirit of America Museum

4y

Dear Bob, You write "Our culture of content enables Viacom to meet our fans wherever they are, with the content they crave." and of interactive content experiences too. I'm happy you're putting what fans want first! Some years ago, you and I met to discuss what Star Trek's fans could have - a program of "edutainment" (Star Trek: The Academy) that would help them learn to things today that would help bring about the very hopeful future they want for real. I have continued to believe in this edutainment idea, attracting the attention of the Decision Intelligence movement with my 2016 essay (link below). Now that the Viacom-CBS merger looks to be happening "soon" (and with society in a real mess), I'd like to discuss this "next generation" of Star Trek content with you. I'll reach out soon to find a date that works. Thanks for all you already do! https://www.huffpost.com/entry/oblivion-or-utopia-star-t_b_11919110 

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Maxine Pierson

CEO/MJBIOTECH,INC./VP/SBA/EXIM BANK/VP ADV BOARD WXEL Public TV

4y

Thank you Bob and the Pluto TV acquisition is just the first step on the golden street called AVOD... Maxine Pierson CEO MJ BIOTECH, INC

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nelson roman

Procurement, Sustainability, Supplier Diversity, Supply Chain Mgmt. 🕊 Energy

4y

@RobertMBakish; agreed, it’s all about content and awareness for our People worldwide, our nonprofit, Guaviare Soy in Colombia 🇨🇴 its ready to help you bring your leadership by sponsoring reforestation efforts for #SDGs #UnitedNations

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