With Paramount’s powerful portfolio of iconic brands, premium storytelling and legacy of creative innovation, Paramount Advertising develops strategic and collaborative solutions that connect our partners to our diverse, passionate fan base. Our advanced advertising capabilities, audience insights, creative marketing expertise and scale across all platforms allow us to provide reach and transactional simplicity, while optimizing an advertiser’s audience across the depth and breadth of Paramount's portfolio.
And we know how to entertain. We create big hits across every genre – including drama, comedy, reality, news, sports and more – that reach a mass audience.
UNRIVALED CONVERGENT REACH
As audiences continue to fragment, we have built a high-quality, brand-safe convergent environment with countless measurable opportunities for our partners to target the right audience with their marketing message. That ecosystem includes EyeQ, which reaches 90M digital uniques monthly.
INNOVATIVE ADVANCED ADVERTISING & MEASUREMENT SOLUTIONS
We are, and have always been, industry leaders in advanced advertising with Vantage and beyond. We are also at the forefront of championing a multi-currency marketplace to build products that meet the needs of the market and drive our industry into the future.
CREATIVE & MARKETING
Our Paramount Brand Studio and Creative+ teams craft creative solutions and custom partnership opportunities to get you in front of the right audiences, at the right time, in the right way…everywhere they are. We deliver award-winning branded content, integrations into our premium programming live events and tentpoles, turn-key sponsorships of our video assets and best-in-class influencer marketing.
In addition, the CBS Sports Creator Studio pairs advertisers with influencers who will develop custom content and provide behind-the-scenes access to CBS Sports events or programs. It’s launching with three offerings: “Influence X Tentpole” will give sports influencers access to tentpole events like championship games being televised by Paramount; “Influence & CBS Sports IP” will give creators behind-the-scenes access to CBS Sports programs, footage and talent to create new content; and “White Label Influence” will pair a brand with an athlete or content creator to create custom campaigns.
AUDIENCE IMPACT & INTELLIGENCE
Our Audience Impact and Intelligence team is a dynamic and diverse group of researchers, strategists and analysts who power our advertising partners with audience-forward, culturally fluent insights as they navigate the ever-evolving media landscape.
DIVERSE & INCLUSIVE STORYTELLING
We reflect the breadth of our audiences and allow our partners to connect to them in truly authentic ways by developing internal programs and processes and external platforms to ensure that all voices are represented and heard. One of our most important initiatives is Content for Change, where we aim to transform how the world sees people, using our content, the creative supply chain and our internal culture to counteract narratives that enable bias, stereotypes and hate.
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