Paramount Enhances Programmatic Ads in Premium Live Sports Streaming
Paramount is revolutionizing sports advertising with guaranteed programmatic placements in live events. The company recently announced the introduction of in-game programmatic buying for select ad units during major sporting occasions. This initiative will debut with the highly anticipated fight between Pimblett and Gaethje on January 24 as part of Paramount+’s UFC coverage.
New Advertising Initiative
This marks a significant milestone for Paramount, as it allows advertisers to secure guaranteed live placements during paramount sports properties. Jay Askinasi, the Chief Revenue Officer at Paramount, stated that this move reflects the company’s dedication to media modernization. It aims to expand advertising opportunities during peak moments that engage wide audiences.
Programmatic Advertising Details
- Launch Date: January 24, with UFC fight
- Types of Ads: Guaranteed, live placements in premium sports events
- Partnerships: Amazon DSP, Google Display & Video 360, The Trade Desk, Yahoo DSP
Alongside this new programmatic initiative, Paramount features its Streaming Fixed Units. These provide premium, fixed ad placements within programming. For instance, advertisers can benefit from placements during the first week of new episode premieres for shows like “Landman” and “Tulsa King.”
Marketplace for Advertisers
Paramount is set to establish a private marketplace that will feature biddable ad inventory specifically for UFC numbered preliminaries and Fight Nights in the United States. In contrast, the main card events will be sold exclusively as Streaming Fixed Units. This strategic move places Paramount alongside other major publishers enhancing their programmatic sports advertising capabilities.
Industry Trends
Paramount’s advancement in programmatic advertising aligns with recent trends in the industry. Competitors, including NBCUniversal, Disney, and Prime Video, are also expanding their offerings in live sports advertising. NBCUniversal successfully launched the first programmatic Olympics in 2024, achieving record-breaking ad sales. Such developments highlight a growing emphasis on allowing advertisers to engage audiences during pivotal moments in live events.
As the landscape of sports advertising continues to evolve, Paramount’s new offerings position it as a key player in the programmatic advertising market, especially in live sports streaming.
