MTV Networks (MTVN) Tribes is one of the many advertising networks out there that can help a movie website earn more revenue by negotiating and selling ads for a publisher. “MTVN Tribes is a premium network of websites anchored by MTVN properties like MTV.” Current film websites already apart of MTVN Tribes include ReelzChannel, Filmjabber, Hollywood.com, TrailerAddict (written about here: Movie Website Traffic: Trailer Addict NewsDesk and here: Interview: Trailer Addict’s Ryan Parsons: Filling a Need with Your Product), MovieTickets, MovieWeb, Joblo, Collider, and Atomic Popcorn. MVTN Tribes sells themselves to publishers by touting their relationships with premuim advertisers, advertisers the average movie webmaster has no direct means of connecting with, and having at their disposal a high-end sales force.
Here is how it works. Would-be publishers have to allocate a portion of their website ad space (two ad spaces above the fold) to MVTN Tribes so their ads sold for you by them can show there. Other advertising networks e.g. IndieClick require that they sell all of your ad space for you. MVTN Tribes Ads work on a Cost per Mile (CPM) basis.
Cost per mille (CPM), also called cost ‰ and cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising. Radio, television,newspaper, magazine, out-of-home advertising, and online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is used inmarketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad. This traditional form of measuring advertising success can also be used in tandem with performance based models such as percentage of sale, or cost per conversion (CPA).
An example of computing the CPM:
- Total cost for running the ad is $15,000.
- The total audience is 2,400,000 people.
- CPM is calculated as CPM = ($15,000/2,400,000)*1000 = $6.25
If your website is accepted into MTVN Tribes, if it doesn’t already, it will need a privacy agreement on its home page, a privacy agreement that contains MTVN Tribe stipulations.
MTVN Tribes privacy policy requirement includes but is not limited to the following:
• Disclosing to end users the placement of cookies and IP addresses
• Providing end-users a mechanism to opt out of such use and placement of cookies and IP addresses
• Examples of mechanisms to opt-out include:
http://www.quantcast.com/docs/display/legal/Opt-out+of+Quantcast+Delivery
http://www.networkadvertising.org/managing/opt_out.asp
• Complying with all user opt-outs and otherwise with your posted privacy statement
Publishers also need to be “Quantified” by Quantcast.
Quantcast is a media measurement, web analytics service that allows users to view audience statistics for millions of websites. Quantcast Corporation’s prime focus is to analyze the Internet’s web sites in order to obtain accurate usage statistics by surfers from the USA. LikeAlexa, Quantcast rates Web pages by ranks. Quantcast statistics always refer to the usage from the United States, therefore Alexa data and Quantcast data do not always show the same results. Quantcast does not require a toolbar to be installed upon one’s web browser to obtain statistics. Instead participating websites voluntarily insert Quantcast HTML code inside Web pages they wish to have included in statistics. This code allows Quantcast to keep track of the traffic directed towards those Web sites. Using this mechanism Quantcast can provide thorough details about Web pages created by participating publishers.
After emailing your desire to become a member of MTVN Tribes here: [email protected], your website will have to go through a screening process to make sure your site is suitable. Speaking from personal experience, this process takes a few weeks. Its not just one person. There is your contact person but that person reports to a team of people who give the final thumbs up or down on your website.
Publishers in MTVN Tribes are grouped by verticals (a group of similar businesses and customers that engage in trade based on specific and specialized needs.), demographics, and MTV Network brands. Publisher logos are linked to their site within the appropriate MTV Network’s website. MTV Network also assists webmasters to identify appropriate marketing partnerships and suitable advertising content.
Before applying to MTVN Tribes, make sure your website
- Looks professional. We had a list of recent comments along with a list of our categories, remnants of our blog lineage, on the home page and all subsequent pages of our movie website at the bottom of the site. After a email communication with our MTVN Network representative, we eliminated the commentator list and category list and added a drop-down category list to the middle of our right sidebar. These WordPress widget modifications took less than two minutes to complete.
- Is being tracked by Quantcast. The longer you are tracked, I am guessing the more through and detailed your Quantcast readouts will be.
- Have a privacy agreement at the bottom of your home page and all subsequent pages.
Why I believe being apart of MTVN Networks may be benefical:
- In limited fashion, you have access to youthful companies that already advertise on MTV’s TV channels, major name brands will see your site and what you have to offer.
- Your website’s logo shows on MTV/Partners/MTV Tribes page. How many pages views do you believe MTV recieves per day? Your website, in a very small way, could be a beneficiary of that.
- Like being an IMDb NewsDesk partner, its a stamp, a validation that you are doing something right and that your website and its content might be of a certain quality.
Read this for more details on MTVN Tribes.
