Everyone streaming video favourites do it on their own terms, but Paramount wants to unify this experience a little more.
Currently, the media conglomerate, which is supported by Skydance Media, is unveiling a new ad format for Paramount+, which guarantees sponsorship to be seen by a wider audience, even if all streaming subscribers are free to choose comedy, drama, or other programs.
The new “Streaming Fixed Unit” will be offered to advertisers who purchase the same ad placement at the premiere of new episodes of top shows such as “Tulsa King,” “Landman,” and “Mayor of Kingstown.” When advertisers buy a unit, they also buy guarantees that Paramount will run ads in fixed locations, such as the first spot of a commercial break, for the first seven days after the episode debuts.
This offering gives Paramount a little more control over certain types of streaming inventory that can be requested for premium or higher than expected, rather than allowing them to sell their advertising time through programmatic means. Programmatic purchases, which have become the leading market for media companies, allow advertisers to snap advertising inventory using algorithms that manage purchases using specific audience and consumer standards.
In an age where streaming subscribers choose their own viewing times, all programs are monitored by individual consumers at different times of the day, with a variety of interests and needs, across different geographical regions. By purchasing through the program, advertisers can take away stocks that are more likely to reach certain types of consumers under certain conditions than they can with linear television.
Paramount’s new unit is being purchased by Western lifestyle brands such as financial services companies, alcoholic beverage marketers, consumer products giants, AI supporters, app publishers, automotive marketers, casual dining chains, and even Bootburn, who wants to reach the series’ viewers under the supervision of producer Taylor Siridan.
Paramount feels that new units will give advertisers the opportunity to boost their program’s stock by having a defined presence when a larger audience is likely to watch popular programs in a wider way.
