Paramount Global Introduces New Ad Measurement Tool for Upfront Market
When Paramount Global enters this year’s “upfront” ad market, they will not only be guaranteeing the size of viewership for their shows but also delving into audience response to specific commercials. The media company will be utilizing a new product from media-measurement company iSpot, called “Outcomes at Scale,” which provides advertisers with information on consumer reactions to commercials, such as ordering a product or purchasing a movie ticket.
Attribution, or examining consumer response to commercials, is becoming increasingly important in the industry. With the fragmentation of the linear TV audience across various platforms, advertisers are seeking ways to measure the impact of their ad campaigns. Paramount’s EVP of advanced advertising, Travis Scoles, highlights the transformative nature of automated outcomes across platforms, stating that delivering proof of performance at scale is crucial for the future of the industry.
Advertisers can leverage the iSpot product to analyze how audience impressions align with key sales performance metrics, such as store visits and website traffic. This data allows for better in-flight optimizations and shifts the focus of ad buying from reach to impact, according to Stu Schwartzapfel, EVP of media at iSpot.
Paramount’s collaboration with new measurement vendors, such as VideoAmp, demonstrates their commitment to staying at the forefront of industry trends. While they have recently resolved a contract dispute with Nielsen, Paramount will still use Nielsen measures to a significant extent during the upcoming upfront market, where TV networks aim to sell their commercial inventory.
