MTV Networks Launches 'Mobile Tribes'

New Mobile Ad Offering Includes Full-Screen iPhone Ads; Miracle Whip Signs On As Launch Sponsor

Jun 07, 2010, 08:00 ET from MTV Networks

NEW YORK, June 7 /PRNewswire/ -- MTV Networks (MTVN), a division of Viacom (NYSE: VIA, VIA.B), today launched "Mobile Tribes," the first ever mobile extension of the company's "Tribes" ad network initiative, with Miracle Whip dressing signed on as its initial sponsor.  MTVN will launch three new demographic- and vertically-focused mobile Tribes across iPhone applications for its brands and partner sites, including:

  • Entertainment Mobile Tribe, anchored by COMEDY CENTRAL and Spike, includes action, sports, and other applications for men.
  • Casual Gaming Mobile Tribe, anchored by Addicting Games and Shockwave, includes casual gaming apps.
  • Music & Youth Mobile Tribe, anchored by MTV, VH1 and CMT, includes music and pop culture apps for young people.

"Tribes gives marketers the opportunity to connect with some of the most highly targeted and engaged audiences online," said Kevin Arrix, Executive Vice President, Digital Advertising, MTVN. "With Mobile Tribes, we can now offer marketers the ability to easily extend online campaigns to mobile and scale their existing mobile campaigns, all with premium full screen ads across an array of mobile applications."

Mobile Tribes will allow advertisers to buy inventory across MTVN's growing portfolio of more than 30 free and paid U.S. iPhone apps, as well as a network of more than 2,500 independent mobile applications managed by Greystripe, the leading independent mobile advertising network and MTVN's partner for Mobile Tribes.  Mobile Tribes will offer advertisers full-screen ads to run across select, premium iPhone apps serving MTVN's key demographics.  The initiative will also give advertisers the ability to extend online creatives into the mobile space utilizing 300x250 banners, as well as access to rich media ad products including Greystripe's iFlash ad units that deliver online Flash ads to the iPhone as HTML5.

"Greystripe is proud to partner with MTV Networks to enable advertisers to reach targeted mobile audiences across our broad network of applications," said Alvaro Bravo, Greystripe's VP of Business Development.  "Our high quality content and rich media, full-screen ad formats have proven the most effective way for advertisers to engage iPhone users."

MTVN's Tribes are demographic-focused vertical ad networks anchored by the company's core digital properties and extend to sites beyond its online portfolio.  The new Mobile Tribes join existing online Tribes anchored by MTV, COMEDY CENTRAL, CMT, SPIKE, VH1, and

MTVN is one of the world's leading providers of mobile content, with extensions of its global brands across mobile video, mobile web, SMS and applications.  MTVN has launched more than 40 applications for the iPhone and iPad to date.  The company continues to deliver custom advertising opportunities across its mobile offerings.

About MTV Networks

MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products.  The company's portfolio spans more than 150 television channels and 400 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite, Nick Jr., TeenNick, AddictingGames, Shockwave, Neopets, COMEDY CENTRAL, SPIKE, TV Land, Atom, GameTrailers and Xfire.

About Greystripe

Greystripe is the world's leading independent mobile advertising network.  Greystripe delivers the highest engagement for advertisers, the maximum revenue for publishers and app developers, and the best ad experience for users across all major mobile platforms, reaching tens of millions of mobile users.

Greystripe's proprietary advertising platform currently serves ads into more than 2,500 application titles, supporting over 1,400 handset models globally.

Greystripe was named the E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.