Audience Segmentation. New Currency. A Powerful Partnership Between General Motors, Carat, Paramount & VideoAmp.

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 Carat 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, in partnership with General Motors, defined an advanced Chevrolet audience utilizing Carat’s agency network proprietary data and identity platform, M1, expressed as OpenIDs in partnership with OpenAP, that enabled cross-platform measurement. Using this approach, VideoAmp provided attribution measurement to measure campaign effectiveness. The Carat 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 alike.

These Were The Goals.

Create Consistency

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

Optimize Workflows

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

Carat

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

Paramount

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.

This is How They Did It.

Segment Audiences

Utilize DELTA and Carat’s M1 Advanced Audience Segments to outperform on conversions.

Maximize Reach

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

Leverage Datasets

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