Serving All Sizes
A Premium Marketing Plan for First-Time TV Advertisers
By Emily Huo , SVP SMB Advertising, Paramount
As the old saying goes, “There’s no business for SMBs like show business.”
Small and medium-sized businesses (SMBs) face a host of challenges that their larger and deeper-pocketed counterparts typically don’t. Growing and maintaining a customer base, utilizing all available media to their fullest extent and finding an easy and efficient way to build brand awareness - all with extremely limited budgets and resources. While digital and social advertising platforms are a part of the solution, they alone do not always offer the ideal marketing mix.
That’s why we’ve created Paramount Ads Manager , built specifically for businesses of all sizes to reach their goals with unskippable advertising. These ads will run digitally across Paramount streaming including Paramount+, the fastest growing streaming platform, Pluto TV, the world's most widely distributed FAST service, and more, tapping into 100M+ monthly active users.
We've built this with marketers in mind by focusing on these four key principles:
One: Aligning with premium content increases the consideration of a brand. Most SMB marketers have spent years placing their brand beside user-generated content on social platforms. Sometimes that content can be unpredictable.
Paramount has spent decades creating the world’s most prestigious, diverse and valuable content. Our legacy of creativity continues with titles like Yellowstone, SpongeBob SquarePants, Star Trek, NCIS, South Park, RuPaul’s Drag Race and other culture-defining, breakthrough hits. This, alongside a top, 24/7 news organization as well as a vast portfolio of live sports, creates one of the most powerful and effective advertising ecosystems in all of media. A recent study found that advertisements on Paramount made 79% of viewers more likely to consider the brands featured.*
Two: SMBs benefit from extending their reach in a massive way. As audiences continue to fragment, we've built a high-quality, brand-safe convergent ecosystem for SMBs to target the right audience with their marketing messages. Paramount’s digital platforms reach more than 100M viewers per month across the Paramount streaming footprint. This reach connects SMBs to not only their existing audiences, but also potential new customers.
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Three: Advertising on CTV is an efficient and effective way for SMBs to build a relationship with audiences. Your business evolves each year, and your media mix should, too. The fact is that long-form advertising framed by long-form content viewed on the TV glass does a better job of improving brand recall, perception and purchase intent than any other format. 30-second, non-skippable ads have very high viewability (96%) when compared to social and mobile ads (20%).**
How audiences feel about these brands also depends on where they're consuming programming. Viewers of connected TV ads are more likely to have a positive association with those brands. 46% of adults say that they find television advertising to be the most trustworthy ad channel as compared to social media’s 19%.***
Four: Make it easy. Paramount Ads Manager is here to help SMB marketers build their first CTV commercial in minutes using our free AI tools. You can even repurpose existing social media assets. Additionally, campaigns can be approved within 24 hours, which means you can go from a concept to a live marketing campaign on TV in one business day.
Most SMB advertisers have often overlooked TV advertising with the assumption that it took more time, logistics and budget than they could spare. Paramount Ads Manager is here to change that. For more information, check out adsmanager.paramount.com .
*Source: Latitude, 77 Paramount brand lift studies from 2019-2024.
**Source: Oracle Advertising, Moat Analytics Social Benchmarks: Q2 2023.