From Adobe's 2012 Digital Marketing Summit in Salt Lake City, Utah, Viacom announced "Surround Sound," which it says is its newest advertising offering extending audience buys from on-air to online through Viacom's well-known, web properties for MTV, Nickelodeon, Comedy Central and more. To do this, Viacom will use AudienceManager - which was previously known as Demdex before it was acquired by Adobe in early 2011.

Cogswell spoke to AdExchanger about the "Surround Sound" announcement and its implications here.

Right now nearly no brand knows for sure who’s watching its TV ad. Viacom isn’t about to change that, but the media giant has developed a way to help TV advertisers make sure the intended audience at least sees a brand’s display or mobile ad.

Viacom has been testing an ad sales offering called Surround Sound that will let brands bundle audience-targeted TV buys with a digital campaign aimed at the same consumer segment that would span online video, display, mobile and email advertising. The company plans to announce the offering today during the Adobe Digital Marketing Summit in Salt Lake City.

“With Surround Sound we’re able to extend those audience buys across all of our properties, find those individual unique audience segments—what we’re calling ‘pinpoint accuracy’—to be able to serve them targeted and most relevant ad experiences,” Josh Cogswell, svp of digital products at Viacom, told Adweek.

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