Paramount Global is taking a giant leap in the world of digital media with its announcement of the global expansion of “EyeQ,” a powerful digital video advertising platform that has been making waves since its launch in 2020. This expansion is set to bring one of the most significant premium video advertising platforms to regional and multinational marketers worldwide, transforming the landscape of digital advertising as we know it.
A Game-Changing Advertising Platform
EyeQ is a revolutionary platform that simplifies the process of activating ad campaigns across Paramount’s extensive domestic and international digital content portfolio, encompassing entertainment, news, and sports. The platform is designed to cater to advertisers’ needs by offering a seamless and scalable solution for their campaigns. The expansion of EyeQ will enable marketers to harness the potential of Paramount’s impressive streaming momentum on a global scale.
One of the major driving forces behind EyeQ’s international debut is Pluto TV, a highly-distributed Free Ad-supported Streaming TV (FAST) service. With its footprint extending across four continents and over 35 territories, Pluto TV is set to play a crucial role in EyeQ’s global expansion.
Additionally, the introduction of an ad-supported tier for Paramount+ in select international markets, including Australia and Canada, in 2024 will further amplify EyeQ’s reach and impact.
Simplicity, Efficiency, and Scale
John Halley, President of Paramount Advertising, described the launch of EyeQ as a game-changer, emphasizing its role in bringing unprecedented simplicity, efficiency, and scale to the premium, ad-supported video marketplace. He expressed excitement about delivering this proven formula to partners worldwide, positioning it as a catalyst for Paramount’s next stage of growth.
EyeQ’s incredible success is evident, as it has transformed into a multi-billion-dollar digital advertising business in a relatively short time, boasting over 100 million full-episode monthly unique viewers in the United States alone.
Lee Sears, Executive Vice President and Head of International Advertising Sales and Integrated Marketing for Paramount, emphasized the platform’s international expansion as a testament to Paramount’s commitment to its clients. EyeQ leverages Paramount’s global ecosystem of platforms and brands, offering a direct way for advertisers to access and purchase advertising space across all of Paramount’s digital content. With unified scale, measurement, and delivery, Paramount is proving to be truly global, not only in name but also in advertising capabilities.
Key Features and Benefits for Advertisers
EyeQ is built on top of Freewheel, and it includes Paramount’s internally-developed identity management service and programmatic platform Conduit. This comprehensive platform offers advertising partners several key benefits:
- Single, Multi-Market, or Global Campaign Executions: Advertisers can seamlessly run campaigns across Paramount’s premium digital inventory in one place.
- Content Segments: Advertisers have the option to target specific content categories, including entertainment and kids programming, to maximize the effectiveness of their campaigns.
- Bespoke Creative Solutions: Paramount Brand Studio provides tailored creative solutions to meet clients’ marketing needs.
- Comprehensive Identity, Targeting, and Measurement Capabilities: EyeQ combines first-party Paramount data with data from local third-party providers to enhance targeting precision and campaign measurement.
The Road Ahead
The international launch of EyeQ will commence as a beta program and is slated to roll out to all advertising and agency partners in early 2024. This strategic move by Paramount Global underscores its dedication to embracing innovation and meeting the evolving needs of the digital advertising landscape.
As “EyeQ” continues to gain momentum and expand its reach worldwide, it promises to reshape the way marketers approach digital advertising, providing a simplified, efficient, and scalable solution for accessing Paramount’s vast digital content portfolio. Paramount Global’s commitment to its clients and the digital advertising industry as a whole is evident through this groundbreaking expansion. The future of digital advertising has just taken a significant leap forward, and Paramount Global is leading the way. For more information about Paramount Global and its initiatives, please visit www.paramount.com.
