What's Happening?
Paramount has announced the introduction of guaranteed programmatic ad placements in live sports events, starting with the UFC debut on Paramount+ featuring Pimblett vs. Gaethje on January 24. This marks
the first time advertisers can secure guaranteed live placements in Paramount+'s sports properties. The initiative is part of Paramount's strategy to modernize media and expand marketing opportunities during high-attention events. The company is creating a private marketplace with biddable ad inventory through partnerships with Amazon DSP, Google’s Display & Video 360, The Trade Desk, and Yahoo DSP. This marketplace will be available for UFC's full slate of numbered preliminaries and Fight Nights in the U.S., while main card events will be sold as Streaming Fixed Units.
Why It's Important?
The move by Paramount to offer programmatic ad placements in live sports is significant as it aligns with a broader industry trend towards integrating digital advertising with live event broadcasting. This development provides advertisers with new opportunities to engage audiences during peak viewing moments, potentially increasing the effectiveness of their campaigns. By securing guaranteed placements, advertisers can ensure their messages are delivered during key moments, enhancing brand visibility and engagement. This approach also reflects a shift in how media companies are leveraging technology to offer more dynamic and flexible advertising solutions, which could influence future advertising strategies across the industry.
What's Next?
As Paramount rolls out this new advertising model, it is likely that other media companies will follow suit, further integrating programmatic advertising into live sports and other high-profile events. Advertisers may begin to allocate more budget towards these types of placements, recognizing the value of reaching audiences during live broadcasts. Additionally, the success of this initiative could lead to further innovations in how ads are delivered and measured in real-time, potentially setting new standards for the industry.
