Paramount is Performance

Making Our Premium Content Shoppable, Measurable and Targetable

By Paramount Advertising

The power of Paramount’s content is undeniable. We’re known for some of the most popular and prestigious content, and the numbers bear that out. Paramount’s linear platforms reach over 160M unique viewers per month across broadcast and cable. Our digital platforms reach over 100M viewers per month across the Paramount Streaming footprint. Our deduplicated audience approaches 200M viewers per month across all platforms.

Long-form premium content with this kind of massive reach along with industry-leading advanced advertising solutions has made us a powerful awareness engine. But we know that it’s not just about metrics. It’s about driving outcomes. So we are making investments and building partnerships to claim more of the funnel and become a performance powerhouse, unlocking the power of retail data to generate better, more measurable outcomes for our clients' campaigns.

Now, more than ever, Paramount is Performance.

TV is no longer just a top-of-the-funnel awareness generator. It’s also a 1:1 vehicle that can bring the full funnel to the living room. At Paramount Advertising, we are making investments to make it as simple and transparent as possible for clients to measure their spend’s performance. And our efforts have led to significant developments in our advertising product suite.

First, we are expanding our Shoppable capabilities, infusing key tentpoles and sports programming, and empowering brands to capitalize on fandom. If someone sees Kelsea Ballerini on the CMT Music Awards wearing a great outfit, they can scan a QR code and buy it directly on-screen.

Second, we are introducing an always-on attribution service that allows brands to monitor their campaigns in-flight. Fueled by best-in-class attribution partners like EDO and Mastercard, this service will enable advertisers to identify key drivers of business performance and what consumers are responding to. Brands can make smarter decisions and receive better outcomes. Full transparency.

And finally, specific to Retail Media, we have optimized investment lanes through partnerships with major retailers like Walmart and Kroger.  Now, advertisers can invest their shopper dollars in streaming — AND have those count towards BOTH their Paramount commitment and other commitments with these retailers. Double credit.

We have never been more energized, or excited, to build the future of advertising alongside our partners – to evolve, lead, and push the boundaries of performance.