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With a merger, major executive departures, and layoffs, it\u2019s been a chaotic year for Paramount\u2014but its ads business is still chugging along.<\/p>\n
At an event on Tuesday in New York, Paramount Advertising brought together execs from several of its streaming and ad measurement partners, like Amazon and iSpot, to discuss how to marry content and commerce and take advantage of trends like the rise of shoppability in streaming.<\/p>\n
Perfect pairings?<\/strong> Amazon is taking advantage of its own trove of customer journey data to power its advertising, according to Krishan Bhatia, the company\u2019s VP of global video advertising, who joined the company from NBCU earlier this year. This year, Amazon \u201cannounced that we\u2019re using one year\u2019s worth of sales data to track top of the funnel to bottom of the funnel impact,\u201d he said, data that he said could benefit Paramount and its other program partners whose streaming services are available as add-ons on Prime Video<\/p>\n\u201cWe can literally connect brand exposures that you might have had watching Thursday Night Football<\/em> in the fall of \u201924 to a purchase that you ultimately end up making, let\u2019s say, Q2 or Q3 of next year,\u201d Bhatia said. \u201cI think you\u2019ll start seeing investing in elongating the customer journey.\u201d<\/p>\nBhatia also noted Amazon\u2019s investment in interactive pause ads, which rolled out earlier this year as it continues to broaden its streaming advertising offerings.<\/p>\n
Marry me:<\/strong> As more brands look to place CTV ads, demand for more \u201cdemocratized access\u201d to attribution capabilities is growing, Stuart Schwartzapfel, EVP of media partnerships at iSpot, told the audience. In that vein, iSpot has built out attribution capabilities across campaigns beyond the biggest spenders, including for newer advertisers. ISpot started piloting its newer offerings with Paramount earlier this year after striking a currency measurement deal with the company in October 2023. Advertisers, particularly larger ones, are increasingly looking to \u201cmarry their first-party data with the sell side\u2019s first-party data to do innovatively constructed buys that marry those two things,\u201d Schwartzapfel said. \u201cThat\u2019s not something every advertiser is asking for, but we are hearing it more and more.\u201d<\/p>\nSellevision:<\/strong> Consumers are increasingly beginning their product journeys through media properties rather than through search engines or retailers, Bryan Quinn, president and co-founder of retail media company Shopsense AI, said at the event. To capitalize on the trend, Shopsense AI partnered with Paramount earlier this year to target consumers through activations like April\u2019s CMT Music Awards red carpet pre-show, where viewers could scan on-screen QR codes to shop looks and goods similar to those featured on screen.<\/p>\nRachel Tipograph, founder and CEO of e-commerce software company MikMak, shared similar sentiments.<\/p>\n
\u201cBeauty, consumer electronics, food, alcohol: You ask them, \u2018What percentage of your sales are you currently seeing through native checkout?\u2019 It\u2019s a rounding error,\u201d she said. \u201cNative checkout is for limited-edition hot Michael Jordans that would have sold out within a minute.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. With a merger, major executive departures, and layoffs, it\u2019s been a chaotic year for Paramount\u2014but its ads business is still […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21724","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing"},"yoast_head":"\n
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