Paramount ’s Post

Whether you're an American football fan or not, you'd be hard-pressed not to have heard of the #superbowl this month. This year it was the most-watched telecast in US history. 123 million viewers watched the game across all networks. That's a lot of eyeballs. 👀 And a lot of spend 💰 on #superbowlads. Close to 60 brands spent 7 million dollars each on 30-second airtime. That's 420 million USD just in ad revenue (the GDP of some small island country somewhere in fact). The ads are a show inside the show and provide an opportunity (albeit expensive) for brands to make impact on viewers and, hopefully, on consumer behaviour and sentiment. They're a creative opportunity. But also a huge responsibility. They're #storytelling on a grand scale. Dara Treseder, Autodesk's chief marketing officer, commenting on the event, shared three principles for brands wanting to be in this space : 1️⃣ Be memorable 2️⃣ Be own-able (fans should remember your brand, not only your ad) 3️⃣ Be relevant (capture hearts and minds) You can do all this with good storytelling. #brandstrategy #storytelling #knowyouraudience https://lnkd.in/dnYsfPAd

The most anticipated Sunday of the year in numbers

With Award Show Season in full swing, millions of adoring film fans are debating who will emerge triumphant from each big night. But fans aren’t the only ones waiting with bated breath for those Red Carpet moments. Many marketers leverage the glitz and glam of Hollywood's star-powered galas to get consumers excited about their brands. But, when the statues are handed out and the red carpets rolled up, what will the brands have learned? And about whom? Sweeplift has a checklist of questions to help marketers determine if they’re getting all they should from those promos. https://lnkd.in/g3NqXBUN #Oscars #Awardshowseason #promotions #sweepstakes #redcarpetmarketing

https://lnkd.in/gyJg7cCh   Super Bowl LVIII has come and gone, and here are some of my thoughts.   My standout ad? Paramount . Goofy, cringy, and funny. Will I subscribe? Maybe. With my family's love for Survivor, it's a possibility. But at $30 million for a two-minute slot, plus production costs, I wonder: How many subscribers does Paramount need to justify its ROAS?   As an Arnold Schwarzenegger fan, the State Farm “neigh-baa” ad was fun. A smart move compared to their previous campaign with Patrick Mahomes and the Chiefs. As a Raiders fan, I cringed at those ads all season. I bet fans of the other 31 teams felt the same. Yet, State Farm persisted. I don’t get it. What's your take on their strategy?   Kudos to Usher for his halftime show. No paycheck needed, just exposure, please. Last year, per Forbes, Rihanna's music sales spiked 300% due to her halftime performance. Now, that's marketing savvy.   On the flip side, after a decade, Pepsi's Super Bowl halftime sponsorship has been passed on to Apple Music. With broadcast TV on the decline, Pepsi's move into the digital space makes sense. Targeting Gen Z? Follow the digital trail. That, too, is smart marketing.

You're already #marketing to your audience in the walled gardens, so why not get some feedback on your efforts? Are you relevant? How do they perceive your brand? What products are interesting to them? Stop wasting time with third-party panels and get real, actionable data directly from the consumer. #performancemarketing #consumerinsights #marketresearch #socialmediaadvertising #promotions #sweepstakes

Are you getting all you can from your promotions? Sweeplift helps brands turn the promotions they're doing anyway into great opportunities to learn about their key audiences and generate enriched first party data. Check it out to learn more.

I think the trusty sponsorship bumper might need a rethink? If you are watching one show a week, then a sponsorship bumper before, in the breaks, and at the end of the show makes sense. When you are binge watching a Netflix series though, that ident can get super-annoying and repetitive. I saw a good creative execution on such a sponsorship bumper recently, with 4-5 different variations, but after 4-5 shows in a row I wanted to throw the TV out of the window. Perhaps ad-serve it and frequency cap it? Not sure what the answer is, but it feels ripe for innovation. What do you think Paul Gubbins? #ctv #sponsorship #tvadvertising 

Powerful visuals by The Famous Group 🔥🔥🔥 Mixed Reality brings together real-world and digital elements. In mixed reality, you interact with and manipulate physical and virtual items and environments using next-generation sensing and imaging technologies. It allows you to see and immerse yourself in the world around you, even as you interact with a virtual environment, by connecting every corner of the world through a device right in front of you. Want to make your brand CNN Newsworthy? Let's chat about your big idea and creative development 😉 Endless opportunities, especially in Destination, Sports, and Entertainment Marketing with all the big brands out there. #creativecatalysts #mixedreality #digitalinnovation #AR #VR #BigIdea #LaunchCampaign #SportsMarketing #DestinationMarketing

I totally agree with this. Simply applying tropes like the use of celebrities and inclusivity in casting does not make for an amazing ad. Impactful, authentic storytelling that connects with the audience is the key. And you know what? Great ideas do not have to cost millions of dollars to develop. #superbowllviii #storytelling #smartadvertising

While I didn't scuba dive my way down to Bikini Bottom to watch the National Football League (NFL) Super Bowl LVIII, Nickelodeon and CBS Sports (both under Paramount Global) made headlines yesterday with their collaboration on the innovative alternate Super Bowl program. Dubbed "Super Bowl LVIII Live from Bikini Bottom," the broadcast aimed to captivate younger audiences, particularly Gen Alpha, and reignite interest in sports, which has seen a -concerning- 13% decrease in youth participation from 2019 to 2022. The collaboration showcased a blend of beloved Nickelodeon characters such as SpongeBob SquarePants and Patrick Star, along with whimsical elements like slime geysers and flying emojis, creating a fun and immersive experience. By infusing entertainment with augmented reality (AR) and sports education, the broadcast addressed the decline in youth sports participation while offering a refreshing twist on traditional football coverage. Beyond its entertainment value, the collaboration also addressed the strategic imperative of addressing media fragmentation and reaching younger audiences. In an era where audiences are increasingly diverse and segmented across various platforms, the Super Bowl broadcast on Nickelodeon provided a fresh approach to engaging younger viewers who might otherwise be disinterested in traditional sports programming. This innovative approach to broadcasting live events not only entertained but also provided advertisers with an opportunity to purchase new, reinvented premium inventory. With the rise of Connected TV (CTV) apps and the continued relevance of linear television, advertisers have a prime opportunity to leverage the popularity of such content (pushed in innovative manners by publishers like Paramount) to connect with younger demographics effectively. In essence, Nickelodeon and CBS Sports' collaboration exemplified the power of creative collaboration in engaging diverse audiences and sparking enthusiasm for live events among younger viewers. By embracing creativity, media fragmentation, and the evolving landscape of content consumption, this partnership showcased the potential for reinventing live events and unlocking new avenues for advertising success. It will be interesting to one day see the ratings of the Super Bowl Nickelodeon coverage, as well as advertisers' reaction and drive towards similar broadcasting initiatives in future events, given the challenges of measuring the ad impact of such content. #superbowl #nickelodeon #crossmedia #ctv