new york—In another key example of how artificial intelligence is transforming the advertising business, Paramount Advertising has introduced the AI-powered Paramount Ads Manager.
The service aims to attract new potential TV advertisers by making premium video and TV advertising available to small and medium-sized businesses (SMBs). Developed by generative AI partner Waymark, the service enables SMBs to create, manage and track ads across Paramount+ and Pluto TV (the world's most widely distributed FAST service) and tap into a monthly audience of 100 million all-episode viewers.
The platform's release is noteworthy because it lowers the barrier to entry for SMB advertisers to CTV by offering highly customizable campaign schedules, budgets and targeting options. Paramount Ad Manager also enables SMB advertisers to use the proven format of 15- or 30-second, non-skippable, big-screen ads on premium content, which Paramount said have historically been difficult for SMBs to create and manage.
Paramount also offers the largest locally targeted inventory supply, providing superior reach and efficiency to the small and medium business segment.
Paramount's AI partner, Waymark, has already partnered with broadcast group and media companies, including Scripps, Spectrum Reach and Fox, helping generate more than $200 million in new revenue in the past year.
Specifically, the companies report that Paramount Ads Manager will enable advertisers to:
- With Paramount Ads Manager, even small businesses new to TV advertising can easily create and launch ads within one business day, with minimum campaign investments starting at $500.
- Advertisers choose the locations, demographics and content placement that best suit their target customers.
- Paramount Ads Manager is the first platform to offer self-serve creative tools that provide a range of creative options to small and medium-sized advertisers.
- Create new assets: Advertisers can leverage new creative tools in Paramount Ads Manager to create 15- or 30-second video ads customized for their business. With the help of generative AI partner Waymark, Paramount Ads Manager creates CTV ads based on images, text and video pulled from a small business' website. Ads are generated within minutes and at no additional cost to advertisers.
- Repurpose Social Media Assets: Small business advertisers with social media assets can use our partner Spaceback to transform their posts into dynamic CTV creative. Brands can turn their Instagram, TikTok, Pinterest, X and Facebook posts into CTV assets in just minutes.
- Editing existing assets: More advanced capabilities for transforming existing image and video assets into CTV-ready ads will be released later this year.
- Small business advertisers who invest in Paramount Streaming inventory have access to a robust suite of reporting and attribution tools that provide transparency into advertising performance and success. This mid- and bottom-of-funnel attribution helps small businesses get more out of their advertising spend and drive better business outcomes.
