Paramount Advertising has introduced a self-serve ad-buying platform aimed at attracting ad spend from small and mid-sized businesses, as well as other marketers new to television advertising.
With the help of the Paramount Ads Manager, small businesses can create, manage, and track their commercials on Paramount Plus and Pluto TV. Earlier this year, Paramount revealed its intention to establish a self-serve ad-buying platform and appointed Emily Huo as senior VP of SMB advertising in January.
Notably, while the platform’s beta version has been available for several months, Paramount has now officially launched its ad manager, complete with new features and capabilities.
Previously, smaller businesses used to rely on digital platforms like Google, YouTube, and Facebook for advertising. However, in recent times even traditional media companies such as The Walt Disney Co. and NBCUniversal have also introduced self-service options for businesses that were previously unable to afford national television advertising.
According to Paramount, its Paramount Ads Manager is distinctive as it is the first platform to combine self-service creative tools with audience targeting. Additionally, using Paramount Ads Manager advertisers can produce a 15- or 30-second video spot tailored to their business through generative AI from Waymark. The platform allows for the creation of a video ad in minutes using provided images, text, and video assets.
Furthermore, Paramount Ads Manager enables advertisers to transform social media assets into television commercials using technology from Spaceback. According to Paramount, small businesses purchasing streaming ad inventory will have access to a comprehensive suite of reporting and attribution tools, offering insights into ad performance and outcomes.