SAN JUAN, Puerto Rico – Marketers want to know not only that their advertising is being delivered through media channels, but also that it’s affecting consumer behavior. Increasingly, these insights include measurements of people’s attention to advertising.
Paramount – whose media brands include CBS, Comedy Central, MTV, VH1, Nickelodeon and Showtime, along with streaming platforms Paramount+ and Pluto TV – is deepening its insights into viewer attention as much as advertisers are.
“We need to be doing the same thing, so we understand what our clients are thinking about and talking about, Julian Zilberbrand, executive vice president of advanced media at Paramount, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat San Juan.
Developing insights into viewer attention requires partnering with companies that conduct research, determining what’s being measured and pushing for industry standards that are accepted among buyers and sellers of advertising.
“Most attention metrics typically show that premium content performs best, and because we consider ourselves the premium of premium content, we feel we’re going to be in a good place,” Zilberbrand said.
Addressable TV and Addressability
The term “addressable television” was first applied to the ability to show different ads to different households during the same programming on traditional linear television. The idea of “addressability” is expanding as more households install smart TVs, each of which has an internet protocol (IP) address for receiving video signals.
“Both are somewhat mutually exclusive, but at the same time part of the same cohesion in terms of what it means to have an ability to communicate really effectively with the consumer,” Zilberbrand said.
Automated Tools
Advertisers are continually looking for better ways to manage their campaigns among a variety of different platforms, and to obtain information more quickly to optimize their media buys. Paramount created a tool called Paramount InView to help automate workflows for media buyers,
“We want to help our clients story-tell,” Zilberbrand said. “We story-tell by creating content, and our agency partners story-tell by talking about the quality of work that they’re doing, and how they’re delivering for their clients.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
