ViacomCBS will launch a new ad platform this fall, EyeQ, that will unify and streamline the purchase of ad inventory across all its channels. The launch comes as ViacomCBS debuts its new unified digital service for the first time, including CBS All Access, Pluto TV and Viacom Video.
“This [Viacom CBS EyeQ ad platform] fundamentally represents the promise of the combined companies: to create scale and simplicity,” said John Halley, Chief Operating Officer, Advertising Revenue, ViacomCBS.
What Will The ViacomCBS EyeQ Ad Platform Offer Advertisers?
In addition to what Halley calls “one order” and “one bill for an agency across all these assets,” EyeQ will support programmatic guaranteed and private marketplaces. The ViacomCBS EyeQ ad platform will also regulate ad frequency, to better manage unduplicated reach, especially for premium advertisers. Included within the EyeQ platform is a robust reporting tool that offers “real-time data and tactical campaign guidance for advertisers to track spending across platforms,” according to ViacomCBS. “Additionally, ViacomCBS EyeQ will offer a range of solutions to measure the effectiveness of campaigns, including ad quality metrics, brand lift, attribution and social sentiment.”
Advertisers will have multiple “lanes of activation” from which they can book ad space, including:
- Content segments like entertainment, news, sports, late night and kids programming where advertisers can “verticalize spend.”
- Broad demos for optimizing reach across audiences on different platforms.
- Strategic segments, using Vantage, Viacom’s advanced advertising platform, which “allows advertisers to leverage syndicated behavioral sets or custom audiences.”
- Creative for customized immersive brand experiences.
How Does The ViacomCBS EyeQ Ad Platform Help Digital Advertisers?
Media conglomerates, increasingly focused on acquiring and developing more digital offerings, are turning to ad platforms for simplified ad buying processes that benefit everyone involved. And, ViacomCBS, with the new combined digital service, plus social media platforms, offers “50 million full-episode monthly unique viewers in the U.S., and 150 million across all content and all devices.” This level of reach, with more streamlined access via the EyeQ ad platform, may be beneficial to digital marketers at a time when budgets are tightening and strictly linear TV buys are on the backfoot as over-the-top (OTT) and connected TV (CTV) continue to dominate.
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