Jan 08, 2018
By Stuart Winchester
Viacom will acquire WHOSAY, an influence marketing company with a deep reach into next-generation advertising and marketing platforms and solutions.
Viacom has signed a definitive agreement to acquire WHOSAY, an influence marketing company whose deep reach into next-generation advertising and marketing platforms and solutions will boost Viacom’s capabilities across advertising, marketing and digital content.
Partnering with some of the world’s most recognizable brands, WHOSAY does everything from crafting campaign strategy to casting influencer talent to producing premium content and live events to analyzing data and performance.
An important piece of Viacom’s strategic plan
Viacom’s acquisition of WHOSAY will be an important component of the business strategy laid out by CEO Bob Bakish, who has frequently discussed the necessity of further expanding onto emerging digital platforms and beefing up the company’s already considerable advanced-advertising capabilities.
“One objective is accelerating our participation in next-generation platforms and solutions,” Bakish said, outlining his principle 2018 objectives at the UBS Global Media and Communications Conference in December. “So those are things like the over-the-top business, where we see significant opportunity on the virtual MVPD [multichannel video programming distributor] side, also the direct-to-consumer side, and related to that, the advanced advertising side. And this is not something that we’re making up … we had about $350 million of business there across those sectors [in 2017], and we believe that’s a $1 billion business by 2020.”
A proven partner
This acquisition will unite two engaging storytellers, fusing Viacom’s global content engine, diverse audience and best-in-class advanced advertising tools with WHOSAY’s precision ability to seamlessly match brand objectives with talent and creative, and optimize the message through omnichannel distribution.
WHOSAY has already executed more than 50 campaigns for MTV, BET and other Viacom brands over the past two years, crafting activations that feature top influencers such as singer/songwriter LeToya Luckett for November’s BET Soul Train Awards, and rapper Lil Yachty and actor Keegan Allen for the MTV Movie & TV Awards in May.
“We’re excited about a deeper integration with WHOSAY and the strength of our combined capabilities,” said Viacom Head of Marketing & Partner Solutions Sean Moran. “This partnership will add to our linear, digital and mobile arsenal by bringing us further into the world of social media and shopper marketing. Together, we will offer brand partners unparalleled creative solutions that maximize the power of storytelling, influencer reach, omnichannel distribution and advanced advertising tools to create quality campaigns that drive results.”
Complementing Viacom’s strengths
Amplifying the power and reach of WHOSAY’s campaigns is the company’s expertise in matching brands and influencers via its proprietary Match platform. Once the pairing is solidified, WHOSAY is expert at distilling a brand’s goals, creating a campaign, and spreading that message to the ideal audience through social, digital, mobile, linear, experience, out-of-home and other channels.
These advanced whole-campaign capabilities and digital focus will act as a powerful complement to many of Viacom’s existing entities, including the Velocity full-service integrated marketing and creative team and the company’s newly created Digital Studios unit under Kelly Day.
The addition of WHOSAY to Viacom’s portfolio will also underscore Viacom’s position as a leader in advanced advertising, building upon the significant capabilities of its data-driven audience-targeting Vantageproduct and its status as a founding member of the OpenAP audience targeting and measurement platform.
In addition to their considerable digital and event capabilities, WHOSAY has built a bricks-and-mortar-focused WHOSAY Shopper team, which will open up potential new retail opportunities for Viacom brands.