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‘The Hills’Is Alive

Steve McClellan  
【摘要】:正MTV research links cross-platform miarket- ing to brand affinity among Web users NEW YORK For the past couple of years,me- dia companies have been pitching the idea that digital platform extensions to their on-air TV shows are the game changers that can keep view- ers engaged with the medium and advertisers.But they haven't had the data to back it up.That could be about to change for one network. At its upfront presentation this Thursday in New York,MTV Networks will unveil to adver- tisers a case study that industry research profes- sionals call"breakthrough"and"compelling."The findings demonstrate empirically how con- sumer engagement with programs and brands soars with each additional digital platform a viewer is exposed to.

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