When it comes to Paramount streaming ads, the fix is in.
Kicking off the first day of Advertising Week, Paramount announced new Streaming Fixed Units. The offering gives marketers premium, fixed ad placements for the first seven days of new episode premieres of Paramount series, including things like Landman and Tulsa King.
The move helps to take advantage of appointment viewing, giving brands the opportunity to be in front of large audiences for IP premieres, with plans to eventually expand into sports and other content.
According to Leo O’Connor, evp streaming, Paramount Advertising, the offering came from the insight that there was a gap in the market for streaming-only entertainment moments.
“These are shows that aren’t simulcast but still attract large, concentrated audiences, like Sunday night premieres of Tulsa King, Landman, and Mayor of Kingstown,” O’Connor said. “We wanted to create a model that could match advertiser demand for breakthrough visibility during these moments, especially as audiences gather around new episodes released weekly.”
O’Connor called the format a “powerful complement” to programmatic buying, with transactions coming from direct orders and scheduled manually in the ad server. The process ensures advertisers “see their ad” in unmissable spots such as the A-position.
Thus far, advertiser categories adopting Streaming Fixed Units include financial services, alcoholic beverages, retail, CPG, artificial intelligence, household products, software & apps, auto, casual dining, and Western lifestyle brands that are resonating with the Taylor Sheridan universe, such as Boot Barn.
“Paramount observed that audiences are aggregating around streaming-only shows in large numbers, especially on Sunday nights and the following few days,” O’Connor said. “This model gives advertisers a way to be part of high-attention cultural moments.”