SAN JUAN, Puerto Rico – Marketers want to know not only that their advertising is being delivered through media channels, but also that it’s affecting consumer behavior. Increasingly, these insights include measurements of people’s attention to advertising.
Paramount – whose media brands include CBS, Comedy Central, MTV, VH1, Nickelodeon and Showtime, along with streaming platforms Paramount+ and Pluto TV – is deepening its insights into viewer attention as much as advertisers are.
“We need to be doing the same thing, so we understand what our clients are thinking about and talking about, Julian Zilberbrand, executive vice president of advanced media at Paramount, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat San Juan.
Developing insights into viewer attention requires partnering with companies that conduct research, determining what’s being measured and pushing for industry standards that are accepted among buyers and sellers of advertising.
“Most attention metrics typically show that premium content performs best, and because …