CMT’s “Party Down South 2” Mobile Ad Campaign Debuts First Ever “Set-To-DVR” Capability

CMT capitalizes on skyrocketing playback viewership, promotes new series Party Down South 2 leveraging AdTheorent's Apptivation® deep linking functionality

CMT, a unit of Viacom Inc. (NASDAQ: VIA, VIAB), and AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today introduced a first-to-market “set-to-DVR” feature in its mobile ad campaign to promote CMT’s new series Party Down South 2, the next installment as CMT builds a franchise around the hit show. Running Nov. 14-27, this mobile tune-in promotion drives users directly and seamlessly to their DVR app where they can record the premiere or the entire season of Party Down South 2, right from their phone or tablet. AdTheorent’s Apptivation is the only solution in market that allows a consumer simply to “click” the ad in order to perform the desired action: the consumer does not need to log in, fill out a form, enter a zip code or specify the cable provider. CMT is the first brand to enable this direct click-to-DVR functionality in a mobile ad campaign.

“As the consumption of content continues to shift to new platforms and devices, we understand how necessary it is to be directly connected with our viewers,” said Anthony Barton, SVP Consumer Marketing and Creative, CMT. “The set-to-DVR functionality is the perfect opportunity to maximize our reach and remove any barriers for viewers who want to access our content.”

Rankings and Ratings: Playback Viewers Dominate

In addition to being one of the Top 5 Programs among Millennials and ranking as the No.1 digital series for the network, season two of Party Down South currently ranks as the top original program in CMT history. Playback increased +64% from LSD to L3 in season two, supported by a rapidly growing base of playback viewers.

A Branded Entertainment Experience

The custom rich media ad unit developed by AdTheorent features a tap to expand that opens into a full page rich media landing page that includes video, social buttons, a Party Down South quiz, and the “set-to-DVR” reminder powered by AdTheorent’s deep linking technology platform, Apptivation.

“Over the past three years, having partnered with CMT on nearly a dozen rich media and video tune-in campaigns, we’ve seen tremendous innovation from the CMT team,” said Josh Walsh, EVP of Product at AdTheorent. “CMT has showcased the power of Apptivation-powered mobile ad units and how they can be deployed to create valuable user engagement. We are thrilled to partner with CMT on this first-to-market execution of Apptivation’s ‘set-to-DVR’ ad unit,” added Chris Cagle, AdTheorent’s EVP of Technology and the lead engineer for Apptivation.

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