Case Study

Paramount and dentsu Drive Efficiencies and Outcomes Across Platforms with New Currencies

The Setup

As advertisers look towards a future of more actionable outcomes, networks and agencies are taking more innovative approaches to meet this goal. Paramount and dentsu have been at the forefront of these industry changes by exploring, piloting and building solutions to demonstrate the advancement of advertising with new currencies across platforms.

The network and agency worked together to define an M1 advanced audience utilizing Merkle data, expressed as OpenIDs in partnership with OpenAP that enabled cross-platform measurement. Using this approach, VideoAmp provided attribution measurement to measure campaign effectiveness. The dentsu team planned against the M1 audience in DELTA, their Advanced TV product powered by VideoAmp’s cross-platform measurement and currency-grade viewership dataset, while Paramount activated the M1 audience in Vantage to optimize and guarantee total reach across platforms.

In partnership with these stakeholders, VideoAmp served as a measurement dataset to facilitate a transparent and guaranteed transaction across network, agency and advertiser.

“With a focus on the advancement of advertising by leveraging quality audience data across platforms, our partnerships with dentsu, OpenAP and VideoAmp were critical to our success as we explored new currencies.

Consistency in data, process and measurement enables us to maximize results for advertisers while bringing consistent planning and activation by audience to the industry.”

Travis Scoles

SVP, Advanced Advertising at Paramount

Goals

  1. 01Create

    consistency in data, process and measurement, tied to an advanced audience across platforms.

  2. 02Optimize

    publisher, buyer and measurement workflows on a new currency across platforms.

  3. 03dentsu

    to validate investment decisions during planning and execution phases, focusing on optimal channel and partner mix in order to maximize audience reach.

  4. 04Paramount

    to curate programming that attracts valuable, monetizable viewers, who are engaged and return frequently across multiple viewing platforms, and build advanced advertising products to maximize potential impressions and revenues.

Approach

  1. 01 Utilize

    dentsu DELTA and Merkle M1 Advanced Audience Segments to outperform on conversions.

  2. 02 Maximize

    reach using a combination of linear and digital media via Paramount’s Vantage and EyeQ.

  3. 03 Leverage

    VideoAmp’s currency-grade measurement dataset to facilitate audience guarantees between all parties across platforms.

Results

4:1

ROAS with the M1 Advanced Audience across Paramount networks.

2.5X

Higher conversion rate with M1 Advanced Audience on Paramount compared to the general population.

17%

CPM Savings increase with the M1 Advanced Audience compared to the general population.

We run 6 different Health and Wellness classes every week, ranging from strength and fitness classes: From stretching, CrossFit, yoga and breathwork.
Our workforce is diverse. Across the company, 36% speak 2 or more languages.
Our most popular conference room host for VideoAmp meetings at HQ: Millennium Falcon with almost 58,000 minutes of meeting time hosted-to-date.
We are adventurous. Across our organization, 48% of Vampers have traveled to more than 10 countries across 6 continents
Currently listening to WIN by Jay Rock.
51% of the entire company is active in the Health&Wellness program.
Since launching our internal brand tool in June 2019, Brandfolder, there have been 2,500+ asset downloads.
We had a 132% growth in our total female workforce in 2019.
We are givers. VideoAmp supports 14 different charitable organizations across the nation.
We come from the heart. Over 75% of Vampers volunteer in their free time.