MTV syncs TV ads with mobile devices

09/5/2012 | Wall Street Journal, The

Ads that appear on websites, mobile devices and TV simultaneously are available through MTV's Reverb application. PepsiCo is using the multitasking platform for tonight's MTV Video Music Awards, and other major brands have signed on, including Kraft Foods and Verizon Wireless. "Particularly with young people, they passively watch TV and have devices right next to them and love to talk, why not take our advertising partners with us to be part of the engagement," said Van Toffler, president of Viacom Music & Logo Group.

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