Paramount Global has announced the global expansion of EyeQ, the ViacomCBS cross-product digital video advertising platform.
EyeQ alllows advertisers to activate campaigns across the full scale of Paramount’s domestic and international digital content portfolio, spanning brands from CBS Sports to Pluto TV, Nickelodeon and Comedy Central.
Paramount says its Pluto TV FAST (Free Ad-Supported Streaming) service, with its growing footprint across four continents and 35 territories, will fuel EyeQ’s international expansion, in addition to the introduction of a Paramount+ ad tier in select international markets, including Australia and Canada, next year.
The international launch will begin as a beta program and roll out to all advertising and agency partners in early 2024. Paramount says since EyeQ’s 2020 launch, it’s grown into a multi-billion-dollar digital advertising business, with more than 100 million full-episode monthly unique viewers in the U.S. alone.
“The launch of EyeQ was a game-changer, bringing unprecedented simplicity, efficiency and scale to the premium, ad-supported video marketplace,” said John Halley, President of Paramount Advertising, in a release. “We’re excited to deliver this proven formula to partners around the world under a global streaming advertising strategy that will play in more markets than ever before and serve as a catalyst for Paramount’s next stage of growth.”
“The international expansion of our industry leading premium video platform underscores Paramount’s continued commitment to our clients,” added Lee Sears, Executive Vice President, Head of International Advertising Sales and Integrated Marketing for Paramount. “EyeQ leverages the growth of our global ecosystem of platforms and brands, simplifying the point of entry and providing a direct way for advertisers to buy across all of Paramount’s digital content. With unified scale, measurement and delivery, coupled with access to our global IP, we are now Paramount Global not just in name, but also in advertising capabilities.”
Built on the Freewheel video marketplace platform, EyeQ also encompasses Paramount’s internally-developed programmatic platform Conduit. Among its features, Paramount says the platform will offer single, multi-market or global campaign executions across its digital inventory; content segments, allowing advertisers to verticalize spend under scaled content categories; bespoke creative solutions to address client marketing needs through Paramount Brand Studio; and identity, targeting, and measurement capabilities combining first-party Paramount data with data from local third-party providers.
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