Paramount Advertising has partnered with Mastercard and EDO in a move to provide its advertisers with more robust metrics and measurement tools.
Paramount will incorporate data from both Mastercard and EDO, a startup co-founded in 2015 by actor Ed Norton, into its ad deals at no additional cost to national linear and digital video clients.
The data will focus on measuring the effectiveness of ad campaigns, allowing advertisers to track outcomes such as website visits, in-store foot traffic, and consumers’ product searches.
“Our goal here is to provide full transparency across outcome metrics not typically associated with premium video so that advertisers can better understand the value of our products,” Paramount Advertising President John Halley said.
Convergent Ad Measurements
Using Mastercard's Test & Learn analytics platform, advertisers can track their campaigns live to pinpoint what is driving success and understand which customer segments are responding, helping them fine-tune their strategies for better results.
This marks the first time the platform will be utilized by the entertainment industry in this manner.
On the other hand, EDO will enable advertisers to better assess the effectiveness of their advertising strategies, which have become increasingly important as consumer viewing habits continue to evolve.
“EDO will measure ad performance for thousands of ad campaigns across the Paramount portfolio, automating cross-platform outcomes measurement at a scale never before delivered for convergent TV advertising,” EDO CEO Kevin Krim shared.
“Together, we’re unlocking new opportunities and value for brands looking to connect with Paramount’s engaged audiences.”
These new partnerships come just before the industry's upfront market when TV networks in the U.S. sell their upcoming programming cycles' commercial inventory.
