Paramount+ Premiere Week Ad Exclusivity: How to Lock in Advertisers

Paramount+ is making moves to appeal to advertisers with their new Streaming Fixed Units offering, which provides premium, fixed ad placements for the debut week of episodes for Paramount series. This update gives brands the opportunity for exclusive ad placements during IP premieres, with potential for expansion into other content like sports in the future. According to EVP of streaming at Paramount Advertising, Leo O’Connor, the goal is to meet advertiser demand for high visibility during important streaming moments.

While Paramount+ may be lagging behind competitors like Hulu, Netflix, and Peacock in subscription OTT ad revenues, streaming ads present a valuable opportunity for brands. These ads offer precise audience targeting, engaging formats, and the chance to connect with viewers during a time when digital content consumption is on the rise. The exclusive ad placements on Paramount+ can help brands reach audiences that may be harder to capture through traditional linear advertising.

For brands, this means a chance to capitalize on cultural moments and engage with audiences in a meaningful way. However, it’s important to note that Paramount+ still has a smaller user base compared to its competitors. While the new ad offering may attract advertisers, it may not necessarily translate to a significant increase in viewership for the platform.

To truly stand out and attract more advertising investment, Paramount+ will need to make further changes and continue to innovate. Expanding into sports content and offering more exclusive ad opportunities could help the platform grow its audience and appeal to a wider range of advertisers. Ultimately, brands should consider the potential of Paramount+ as a valuable advertising platform, but also keep in mind the size of its current user base compared to other streaming services.