- Paramount Advertising recently launched the CBS Sports Creator Studio to attach brands with sports influencers and creators to access pre-game events, parties and behind-the-scenes content, based on information shared with Marketing Dive.
- Brands can even have a chance to create white-label content with athletes and creators that’s aligned to a selected sport, season or moment.
- Paramount Advertising is an umbrella business division of the media conglomerate whose properties includes BET, Comedy Central and CBS, which is able to broadcast the Super Bowl LVIII game in 2024. The content studio will use Paramount Advertising’s platforms to amplify content and its cross-platform reporting to deliver insight.
As sports audiences are increasingly using two screens directly — particularly with the rise in sports betting apps — the CBS Sports Creator Studio is a bid to assist brands develop interesting and interesting second-screen content. It arrives ahead of what’s shaping as much as be a vital yr for the broader Paramount company, which, along with having the broadcasting rights for giant game on CBS, can even stream the massive game on Paramount+ for subscribers.
While the Super Bowl may not have the identical draw it once did amid an increasingly fragmented viewing landscape, it still stays one of the one biggest tentpole events of the yr. Integrating influencer marketing into the combo in a much bigger way is smart as younger sports fans spend more time on digital platforms.
“These younger audiences are following our events on social platforms, we predict that there’s a chance there to kind of put these two things together,” John Bogusz, executive vice chairman of sports for Paramount Advertising, told The Hollywood Reporter. “Impressions are growing, individuals are following the events on their phones, and we will offer that to advertisers to tie in additional with their campaigns with our events.”
Paramount Advertising says the brand new offering will provide brands with extensive creative collaboration throughout your complete development process; access to a roster of influencers across quite a few sports and platforms; amplification capabilities to optimize campaign performance; and access to The Match Report, a proprietary influencer campaign-tracking dashboard.
At launch, the CBS Sports Creator Network can have three initial offerings: Influence X Tentpole, which is able to focus on large, tentpole events across Paramount’s network, including the Super Bowl and March Madness; Influence & CBS Sports IP, which is able to offer behind-the-scenes access to CBS Sports studios, talent and pictures; and White Label Influence, which is able to pair brands with athletes or content creators.
The news is the most recent indication that marketing leveraging influencers and creators continues to be a key focus for marketers following latest research showing that influencer marketing spend is growing faster than social ad spend.
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