Many people today pride themselves on being multi-taskers, checking their text messages on their phone while they work or browse on their computer or tablet and listen to the television in the background. 

Recognizing this new level of super connectivity, MTV’s ads during their Video Music Awards aim to tap into this market, fitting the profile for the average viewer perfectly.

While Nicki Minaj appears in a Pepsi commercial on television, interactive ads for Pepsi will play on their website and mobile application, connecting to their viewers through all forms of media.

With a stellar lineup that includes everyone from Rihanna to Taylor Swift (News - Alert), to Miley Cyrus to Wiz Khalifa, all eyes will undoubtedly turn to see the performances that unfold. 

Whether viewers are tuning in through their television sets, tablets, computers or all of the above, MTV has ensured that the messages of their advertisers will reach every type of viewer. 

Though there will be many viewing options for the VMAs, the official air time will be 8 p.m. to 10 p.m. EST on Thursday night, one hour earlier than it usually airs. This change was made in order to avoid conflicting with Obama’s scheduled speech on the same evening, which will commence at 10 p.m. EST, after both the VMAs and the DNC conclude. 

With viewership anticipated to be high, advertisers like Pepsi can rest assured that their investment was a sound one.

This advertising strategy is one of many that advertisers have devised over the course of the last few years to try to address the fragmented viewing habits that modern society has created, making it more and more difficult to reach a large audience with their message. 

MTV’s strategy is one that is ideal for the characteristics and habits of the 35 and under age demographic comprising the majority of their audience.

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