Kmart and MTV Networks Using Visible World for Holiday Season Advertising

Kmart and MTV Networks Using Visible World for Holiday Season Advertising

Campaign Ads Airing Nationally On MTVN's TV Land and Nick at Nite

NEW YORK, Dec. 20 /PRNewswire/ -- Visible World, the leading video advertising technology and services company, and MTV Networks, a division of Viacom (NYSE:VIA) (NYSE:VIA.B) , today announced that they are partnering with Kmart, a division of Sears Holdings Corporation (NASDAQ:SHLD) this holiday season to deploy dynamically customized ads on MTVN's TV Land and Nick at Nite. The effort is being supported by Sears Holdings' agencies, DraftFCB and MPG.

Kmart is using the Visible World solution to support its national holiday TV ad campaign, leveraging Visible World's innovative automated trafficking functionality to air a variety of TV ads according to the company's planned communications strategy. Visible World's dynamic update capabilities allow Kmart to be more responsive to business conditions by making for real-time changes regarding which TV ads will be featured.

Said Sears CMO, Bill Stewart, "With Visible World, we are exploring ways to be more focused and nimble with our national messaging."

"We are pleased to be one of the first national cable programmers to provide advertisers with the ability to dynamically optimize their creative messages in real time. We are committed to providing our advertisers with solutions to provide the most relevant and engaging messages to our audiences," said Hank Close, President, U.S. Ad Sales, MTV Networks. "In this case, MTVN is able to deliver a timely and targeted holiday product message to help Kmart achieve their marketing objectives.

For advertisers seeking to deliver a more relevant experience to consumers, the Visible World intelliSpot solution makes it efficient to change ad content on-the-fly so that the creative automatically updates when it runs to reflect the context in which it appears. For media companies, Visible World can increase the value of ad inventory by making it possible to deliver more relevant impressions for marketers and brands.

Said Tara Walpert, President of Visible World, "Today's TV ads can be more compelling and effective than ever, delivering greater value for both advertisers and media companies. We are excited to be at the forefront of this space by enabling innovative partners like Kmart and MTVN to create and deliver increasingly targeted messages."

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broad-line retailer with over $50 billion in annual revenues and approximately 3,800 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics, and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman, and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith, and Joe Boxer, as well as the Apostrophe and Covington brands. It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart and in Canada by Sears Canada. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit Sears Holdings' website at http://www.searsholdings.com/.

ABOUT MTV NETWORKS

MTV Networks, a unit of Viacom (NYSE:VIA) (NYSE:VIA.B) , is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 145 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN/THE N, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

ABOUT VISIBLE WORLD

Visible World provides a complete, cross-platform solution for electronically creating, delivering, and monitoring dynamically customized video ads within any media plan. Our integrated intelliSpot(R) solution enables advertisers to edit their content on-the-fly, automatically, anywhere and anytime they run to reflect the time, location, and context in which the ads appear. Visible World was founded in 2000 by advertising and media veterans and is based in New York, NY. www.visibleworld.com

Source: MTV Networks

CONTACT: Amy Janzen, for Visible World, +1-917-209-6819,
amy@sutherlandgold.com; Neena Kadian, for MTV Networks, +1-212-846-8394,
Neena.kadian@mtvnmix.com

Web site: http://www.mtv.com/
http://www.visibleworld.com/
http://www.searsholdings.com/

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Profile: International Entertainment