"As the name suggests, streaming fixed units will allow advertisers to buy a fixed ad placement within a specific episode of streaming television. For seven days after the episode goes live, the ad will appear in the exact same position for all viewers who watch on demand. After seven days elapse, fixed ad placements revert to the individually targeted, dynamic ad insertion formats that run across most Paramount+ inventory. If all the available fixed units for an episode aren't sold, programmatic will fill in the gaps as needed."
"Last fall, for example, the first season of Taylor Sheridan's "Landman" caused "huge spikes in traffic" for Paramount+ every Sunday night, Leo O'Connor, EVP of streaming for Paramount Advertising, told AdExchanger. That observation led Paramount+ to develop a new ad format called "streaming fixed units," which launched on Monday. The new format gives Paramount a chance to "event-ize" its most popular shows, said O'Connor. It also gives advertisers an opportunity to align themselves with entertainment properties outside of sports or huge tentpole events."
Streaming audiences can still produce appointment viewing and water-cooler moments when viewers watch episodes immediately upon release. The first season of Taylor Sheridan's "Landman" caused huge traffic spikes for Paramount+ every Sunday night. Paramount+ developed "streaming fixed units," an ad format that lets advertisers buy a fixed ad placement within a specific episode. For seven days after an episode goes live, the ad appears in the same position for all on-demand viewers, then returns to individually targeted dynamic ad insertion. Unsold fixed units are filled programmatically. The format aims to event-ize popular shows and broaden advertiser alignment beyond sports, with early use on "Tulsa King" and planned expansion in 2026.
Read at AdExchanger
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