While speaking at its annual ad upfront buying presentation, Viacom's executives made note of the strides the company has taken in providing online ad inventory, reports the New York Times.
The media company made several appeals to advertisers that cross media platforms. Ad buyers, for instance, will be able to buy ads on the "Kids Choice" awards site only if they also buy TV spots. The company also played up the young demographic that its networks - including Nickelodeon, Comedy Central and MTV - attract.

Viacom has also expanded its online efforts by buying AddictingGames.com and creating a virtual world for the younger audience. It's also getting into video sharing with MeTV. These efforts seek to increase the connection between the brand and its audience, a connection Viacom hopes will be valuable in the eyes of ad buyers.

Video ad-buying duties are increasingly coming under one roof, whereas previously they were split between the TV and the online departments.