Paramount's Innovative Programmatic Approach to Live Sports Advertising Revolutionizes Audience Engagement
In a groundbreaking move, Paramount has announced its latest feature aimed at reshaping the landscape of sports advertising. The company is set to launch a programmatic approach to live sports advertising on its streaming platform, Paramount+, starting with the debut event of UFC 324 featuring Gaethje vs. Pimblett on January 24, 2026. This new offering allows marketers to secure real-time ad placements during marquee sports events, providing a unique opportunity for brands to reach fans during moments of peak engagement and excitement.
This initiative marks the first time advertisers can harness programmatic buying for live sports on Paramount+, aligning perfectly with major sporting events. Jay Askinasi, Paramount's Chief Revenue Officer, emphasized the importance of this innovation, stating, "This initiative underscores Paramount's commitment to media modernization. By allowing advertisers to secure guaranteed placements in real-time, we are opening up new avenues for engaging with audiences during their most passionate moments of viewing."
The programmatic solution is designed to complement existing streaming ad units, ensuring high-impact visibility for brands around Paramount+'s premium sports programming. This enhanced advertising capability coincides with the rapidly evolving landscape of digital marketing, as advertisers seek to find new ways to engage with viewers in real-time.
Partnering with industry giants such as Amazon DSP, Google’s Display & Video 360, The Trade Desk, and Yahoo DSP, Paramount will provide a private marketplace for biddable ad inventory across UFC's extensive fight calendar. This will include the full slate of Numbered Events and preliminary bouts, allowing advertisers to plan targeted campaigns and gain significant visibility among sports fans.
The introduction of programmatic buying reflects Paramount's strategic initiative to modernize its operations in line with market demands. Brands that engage with this new programmatic offering can take advantage of Paramount's substantial audience reach across its sports programming, encompassing the likes of CBS Sports, Showtime, and more. By harnessing the agility and precision inherent in digital marketing, advertisers can capitalize on the fervor and anticipation surrounding live sports events, enhancing both engagement and brand recall.
As the demand for real-time advertising options grows, Paramount's foresight into programmatic solutions represents a significant step forward in merging traditional sports viewership with digital advertising strategies. This innovation not only opens doors for increased advertiser participation but also enhances the overall viewer experience by integrating relevant and engaging content seamlessly into the streaming environment.
In summary, Paramount's introduction of programmatic access to live sports represents a pivotal shift in sports advertising, offering unparalleled opportunities for brands to engage with audiences during some of the most exhilarating moments in sports. With the anticipation of UFC’s debut on Paramount+, advertisers are given a powerful tool to connect and resonate with fans, setting the stage for a vibrant and engaged community of digital sports viewers. The evolution of advertising in live sports is here, and Paramount is leading the charge.
This initiative marks the first time advertisers can harness programmatic buying for live sports on Paramount+, aligning perfectly with major sporting events. Jay Askinasi, Paramount's Chief Revenue Officer, emphasized the importance of this innovation, stating, "This initiative underscores Paramount's commitment to media modernization. By allowing advertisers to secure guaranteed placements in real-time, we are opening up new avenues for engaging with audiences during their most passionate moments of viewing."
The programmatic solution is designed to complement existing streaming ad units, ensuring high-impact visibility for brands around Paramount+'s premium sports programming. This enhanced advertising capability coincides with the rapidly evolving landscape of digital marketing, as advertisers seek to find new ways to engage with viewers in real-time.
Partnering with industry giants such as Amazon DSP, Google’s Display & Video 360, The Trade Desk, and Yahoo DSP, Paramount will provide a private marketplace for biddable ad inventory across UFC's extensive fight calendar. This will include the full slate of Numbered Events and preliminary bouts, allowing advertisers to plan targeted campaigns and gain significant visibility among sports fans.
The introduction of programmatic buying reflects Paramount's strategic initiative to modernize its operations in line with market demands. Brands that engage with this new programmatic offering can take advantage of Paramount's substantial audience reach across its sports programming, encompassing the likes of CBS Sports, Showtime, and more. By harnessing the agility and precision inherent in digital marketing, advertisers can capitalize on the fervor and anticipation surrounding live sports events, enhancing both engagement and brand recall.
As the demand for real-time advertising options grows, Paramount's foresight into programmatic solutions represents a significant step forward in merging traditional sports viewership with digital advertising strategies. This innovation not only opens doors for increased advertiser participation but also enhances the overall viewer experience by integrating relevant and engaging content seamlessly into the streaming environment.
In summary, Paramount's introduction of programmatic access to live sports represents a pivotal shift in sports advertising, offering unparalleled opportunities for brands to engage with audiences during some of the most exhilarating moments in sports. With the anticipation of UFC’s debut on Paramount+, advertisers are given a powerful tool to connect and resonate with fans, setting the stage for a vibrant and engaged community of digital sports viewers. The evolution of advertising in live sports is here, and Paramount is leading the charge.
Topics Entertainment & Media）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.