Paramount is preparing to win a big victory in the AFC championship match.
Today, the company has announced that, for the first time, it would broadcast live advertisements and buyable during the Sunday NFL match between the Buffalo Bills and the Chiefs of Kansas City. To do this, the company promotes its CBS Sports HQ digital showcase, a shopping experience on the second screen.
Here’s how it works: using a phone or tablet, viewers can shop in the CBS Sports HQ store and browse the features for an audience of NFL viewers. Among the products, fans can buy snacks and entertainment, with sports marketing Partners like Pepsi come to get there.
The window is managed via ShopSense technology. Paramount has already launched its Shopsense partnership During the foreplay of the Red Carpet of the CMT Music Awards 2024 and had a Shopsense Ai Lens at the MTV VMA.
According to Paramount Advertising, unlike previous QR code experiences, activation of CBS Sports HQ Store is an immediate achievement because it seeks to generate results for brands and participating companies.
The objective of live sport activation is to create an experience without friction, depending on the company. In addition, the activations purchaseable for the CBS Sports HQ Store will take place during the commercial inventory, a bit like Paramount has done in its other flagship programs, such as its game NFL Thanksgiving.
The company has a history of success in the introduction of interactive advertisements during major sports matches, in partnership with Innovavid for interactive advertisements during the Super Bowl 58. During the game, Paramount+ broadcast its very first interactive advertisements “add to the surveillance list” to promote content such as Ghosts, Halo, The Chi, Tracker, Fire Country, Family Stallone, Lioness, The Tiger’s Apprentice and Mission Impossible 7 .
At the time, the interactive advertising of Paramount+ exceeded expectations, reaching 6 % more than the references of Innovid.
You can see the NFL AFC championship on Sunday January 26 at 6.30 p.m. on CBS and its streaming platforms.
