MTV goes Tribal with apps
MTV Networks has launched its Mobile Tribes ad initiative, with three new demographic- and vertically-focused mobile ‘Tribes’ across iPhone applications for its brands and partner sites.
There’s the Entertainment Mobile Tribe, anchored by Comedy Central and Spike, which includes action, sports, and other male-oriented apps. And the Gaming Mobile Tribe, for Addicting Games and Shockwave, comprising casual gaming apps. Plus the Music & Youth Mobile Tribe, anchored by MTV, VH1 and CMT, with music and pop culture apps for youth.
The venture will enable advertisers to buy inventory across MTVN’s portfolio of more than 30 free and paid US iPhone apps, as well as a network of more than 2,500 independent mobile applications managed by mobile advertising network Greystripe, the l partner for Mobile Tribes.
“Tribes gives marketers the opportunity to connect with some of the most highly targeted and engaged audiences online,” said Kevin Arrix, evp, digital advertising, MTVN.
