Media company Viacom, which owns such outlets as MTV and Comedy Central, will acquire influencer agency WHOSAY. Whosay pairs brands and influencers, then creates a campaign and spreads it to a targeted audience across social, digital, mobile, linear, out of home and other channels. The acquisition boosts Viacom’s ability to tell its own story, having seen WHOSAY successfully market Viacom properties such as BET (Black Entertainment Television).

From the release: “One objective is accelerating our participation in next-generation platforms and solutions,” Viacom CEO Bob Bakish said, outlining his principle 2018 objectives at the UBS Global Media and Communications Conference earlier this month. “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.”

Link: Viacom

Visit WHOSAY on CabinetM.

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