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Honors for Innovation

Paramount’s clearer ad impact

Paramount’s vast media footprint has made it a brand-building leader. But success goes beyond reach and impressions. In a groundbreaking shift, Paramount is transforming its capabilities to deliver measurable outcomes – proving impact and helping advertisers optimize with timely insights and attribution.

Measuring

impact of TV advertising spend in near-real time

Optimizing

ad spend based on outcomes to help advertisers get more bang for their buck

Maximizing

value by identifying the ads that resonate with viewers

Woman watching paramount on the couch

Challenge

The advertising landscape is fragmented, and differences in data richness across digital and TV complicate cross-screen measurement. Paramount, a leader in brand awareness, wanted to advance analytics to better link ad exposure to consumer action and campaign outcomes.

Solution

Paramount embraced Mastercard Media Measurement, a solution that provides advertisers with a scalable, cookie-less, cross-screen approach to help make the impact of advertising clear.

 

With an initial focus on partners in the retail, restaurant, and quick-service restaurant segments, Mastercard media measurement was used to evaluate how many incremental transactions were generated as a result of ad impressions.

Gathering of friends eating a meal together

Impact

Thanks to Mastercard's always-on measurement solution, advertisers weren’t limited to just a snapshot. Instead, they received timely, valuable insights on everything from impact of ads on spend, transaction count and visits to breakdown of impact by channel.

Advertisers now get a clear, quick picture of the real-world impact of their advertising investment in Paramount across both linear and digital channels.

13 billion

impressions analyzed, highlighting Paramount channels' real-world value.

$1 billion

in incremental revenue driven by advertising measured by this solution.

3.5%

average spend lift shows advertising drives tangible sales uplift.

Partnering with Mastercard has allowed us to bring a first to market measurement product to life – one that measures what advertisers care most about.

Travis Scoles

With Mastercard media measurement, Paramount has been able to provide advertisers with a seamless, scalable method of measuring media performance.

Not only has this helped advertisers – and Paramount itself – understand the impact of ads, but it’s also removed barriers to investment.

What's next

Paramount sees a bright future for advertising spend on its platforms. It will continue to work with Mastercard to optimize the platform, using advertiser feedback to continue driving the uplift they have come to expect.

Meet the team

The success of Paramount's media measurement transformation is a testament to the collaborative efforts and expertise of the teams involved. Meet the key individuals who drove this impactful transformation.

Travis Scoles

EVP Advanced Advertising

Michele Stone

SVP Advanced Advertising Product

Swathi Chandrasekaran

Director Advance Advertising Product Management

Tim Williams

VP Product

Melinda Lombard

VP Advanced Media

Derek Nicol

SVP of Ad Technology and Systems

David Krenn

David Krenn - VP Data Strategy & Partnerships

Honorees’ stories

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