Paramount Launches Programmatic Live Ad Sales in Sports with UFC Partnership
Paramount has announced a groundbreaking initiative to introduce programmatic live ad sales for sports, in partnership with the UFC. This new offering will commence on January 24, 2024, coinciding with the launch of UFC matches on Paramount+. Advertisers will be able to purchase guaranteed, real-time placements, marking a significant shift in the way sports advertising is approached.
Programmatic Ad Sales in Sports
This initiative is a part of Paramount’s ongoing commitment to media modernization. Jay Askinasi, Paramount’s chief revenue officer, emphasized the importance of this program. He stated that it aims to provide advertisers with new opportunities to engage audiences during highly anticipated sporting events.
Programmatic Buying Features
- Real-Time Ad Placement: Advertisers can buy guaranteed placements in live sports streams.
- Broader Access: The approach is designed to expand the range of advertisers engaging with live sports.
- Digital Agility: The initiative combines the excitement of live sports with the precision of digital advertising.
UFC Partnership Highlights
Paramount’s alliance with the UFC represents a monumental investment, amounting to $7.7 billion over seven years for exclusive U.S. broadcasting rights. This deal provides Paramount access to a full slate of UFC events, including 13 major numbered events and 30 Fight Nights each year.
Innovative Ad Inventory Options
In addition to the programmatic sales, Paramount has introduced “streaming fixed units.” These units ensure advertisers a specific placement during the premiere of top shows, such as “Tulsa King” and “Mayor of Kingstown.” This guarantees ads will run in fixed positions, enhancing their visibility for the first week post-debut.
Collaborative Platforms
To facilitate this new ad inventory, Paramount is collaborating with major platforms such as:
- Amazon DSP
- Google’s Display & Video 360
- The Trade Desk
- Yahoo DSP
This collaboration aims to provide private marketplace options for advertisers, focusing specifically on the UFC’s forthcoming events. Notably, all main cards from numbered events will be available exclusively as streaming fixed units.
As the landscape of sports advertising evolves, Paramount’s initiative promises to enhance opportunities for marketers while maximizing viewer engagement. The partnership with UFC not only solidifies Paramount’s standing in the sports streaming arena but also sets a precedent for future advertising strategies in live sports.
