Paramount Global is looking to take a new approach when it comes to utilzing sports influencers within marketing plans as part of their fresh push in sports advertising.
With more and more prominence being placed on live streaming, such as sports live streaming events and even the rise of video game streaming platforms in recent years, Paramount is looking to optimize the integration of influencers in to advertising campaigns.
Paramount's ad-sales division is launching the "CBS Sports Creator Studio" which aims to connect advertisers to fans who often follow clips and highlights along with watching games from start to finish, according to Variety.
“Our CBS Sports social platforms are growing in terms of engagement and impressions,” executive vice president of CBS Sports ad sales for Paramount Advertising John Bogusz said.
He added that the company is “cautiously optimistic” about its efforts to lure sponsors to what remains of Big Game inventory.
As many social media journalists have bene reporting, there is a marketing angle that allows brands and businesses to lure in younger audiences via campaigns that include influencers.
“An ideal campaign would partner a brand with digital native content creators who have a unique or trusted relationship with their audiences. We’d provide them with access or assets they wouldn’t otherwise have, supercharging their already powerful content to connect a brand with their fans,” Ryan Wolf, senior vice president of Paramount Advertising’s Paramount Brand Studio said.
Back in 2018, Paramount purchased WhoSay, a well known influencer marketing company.
“They have created a rolodex if you will of influencers,” Ryan Briganti, senior vice president of CBS Sports at Paramount Advertising said. “It’s really sort of a customizing tool that we can access. and use to tap into influencers. Some are ex-athletes. Others have never played sports before.”