MTV Europe said it has signed up to join
the DoubleClick UK Network.
The MTV online experience is designed to engage and involve MTV’s 16-to-34
year-old demographic via exclusive music-related content, interactive games
and the use of ‘intelligent recommendations’ that push content most relevant
to the site visitors, the company said.
Jonathan Patrick, general sales director for MTV Networks Europe, said: “We
were looking for a service provider that could offer both our existing on-air
and potential new online advertisers a true value-added service, optimizing
the synergy between our
television and our online platforms. DoubleClick will help us create and offer
new advertising vehicles such as sponsorships on our site.”
DoubleClick said it will work closely with the MTV Online strategy of regional
expansion in Europe, whereby–following the same path as for its television
operations–MTV aims to get closer to its audience by becoming more
regionally relevant within its key European territories. The Web site will
include regional front doors offering relevant programming, chart and event
information.