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At the MTV Video Music Awards 2022, advertisers work to strike the right chord.

MTV Video Music Awards 2022 : When advertisers take to MTV’s long-running “Video Music Awards” these days, they’re hoping viewers will be as interested in what interrupts the proceedings as they are in themselves. Among the trophy winners.

Many of the show’s interesting commercials will try to be as eye-catching as the program’s musical segments and celebrity appearances. In fact, advertising sales executives at Paramount Global, MTV’s corporate parent, say this year’s awards effort includes more appearances in the program from advertisers’ goods, which began in 1984. It’s time for branded content,” says Dario Spina, chief marketing officer of Velocity, a Paramount unit that works to create exclusive ads within the company’s content.

In years past, it was enough to take a car or a soda can to show up in the traditional way. In 2003, for example, Motorola and Cingular Wireless sponsored a trivia contest that appeared during an ad break, and in 2004, MTV supported General Motors’ Saturn commercial with its own car parts. Shows the signed “Moon Man” figurine. .

MTV Video Music Awards 2022

Not everyone can access such things. According to Karen Phillips, Paramount Global’s executive vice president of convergent sales, advertisers who want to create such impressions need to buy a large package of inventory, some of which is at other events or at other points in the year. can be displayed. He declined to discuss pricing, but in 2005, a VMA sponsorship program could cost between $4 million and $7 million, and was only available to advertisers who signed up for the upcoming TV season. Duran committed to spending about $10 million with MTV. One can imagine that these figures have increased over the years.

MTV Video Music Awards
MTV Video Music Awards

Even an ad on MTV’s VMAs can be considered expensive. According to the Standard Media Index, which tracks ad spending, last year’s 30-second broadcast cost about $191,000.

It also comes as the award show’s flagship broadcast is losing viewers. MTV’s 2021 VMAs averaged 900,000 viewers for the show’s live run — down 32% from 1.32 million in 2020 (Paramount contested last year that the program’s total used across different distribution methods minutes have increased). The VMAs are broadcast on several Paramount global holdings, including VH1, The CW, Comedy Central, Nick At Night, Pop, TV Land, MTV2, Logo, Paramount Network, BET, BET Her and CMT.

How to Watch MTV Video Music Awards Online Without Cable

In 2022, the company and advertisers have raised the stakes. Just showing it on screen won’t do the trick. Many of the new executions will encourage viewers to take to social media or rely more on certain musicians and celebrities taking part in the proceedings. Paramount staff played a major role in trying to tie advertising efforts more closely to the show and its participants.

Doritos, made by PepsiCo’s Frito-Lay, will use the VMAs to launch a “Triangle Tracker,” or a lens on Snapchat that creates virtual chips whenever users point their smartphones at a triangle. Is. The virtual reality shapes can then be used to win prizes. Doritos is also sponsoring an “Extended Play Stage” featuring short-form performances by four up-and-coming musicians.

Mars Wrigley’s Extra gum will sponsor the show’s Best New Artist award. Advertisements shown in and around the program talk about the stressful changes in Ava Max’s life that could result from winning the honor and ask viewers to keep voting until the trophy is presented. . Burger King will run a series of custom ads that seek to redefine the concept of “royalty,” with VMA nominee Luto describing attributes of individuality beyond money or heritage.

Instacart, a first-time sponsor of the event, will sponsor Lizzo’s VMA performance. She will be featured in a new Instacart ad campaign aimed at highlighting how the company helps the shopping experience. Instacart Chief Marketing Officer Laura Jones says the company’s commercial will appear shortly after her appearance on the show. “We’re ushering in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments can turn into a new world of possibilities,” she adds.

Meanwhile, Toyota aims to add more spectacle to the proceedings. The giant automaker will acknowledge its new Corolla Cross, and team up with Ken Brown, who will make his VMAs debut. Toyota also aims to gain attention with a series of virtual reality displays that will appear during the program and after its commercials run.

“All of our partners come to us for more than just media,” says Phillips.

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