* Campaign Set Up: This is where you set your campaign name, campaign goal, budget, and dates.
* Targeting: This is where you set your targeting by location, content placement, demographics, interests & behaviors and more. As you select your targeting, you will see a forecast widget on the right hand side that shows the number of estimated impressions and price per thousand impressions (CPM). Generally speaking, the broader your targeting, the lower the CPM.
* Creative: This is where you upload your video ad. If your video ad is ready, upload your ad by clicking '+ New Creative'. If you do not have your video ad ready yet, select 'Add Creative Later.'
* Payment: This is where you review the set up of your campaign and make any necessary changes. When you are ready, click 'Checkout' and proceed to the Payment page.
How Winston-Salem Increased Ice Skating Rink Visits with CTV Ads
Objective
The Fairgrounds in the City of Winston-Salem is a local, community-focused venue in North Carolina. Every winter, they transform part of their space into an ice-skating rink, and like any seasonal business, they need to pack as much excitement (and ticket sales) into those few months as possible.
The City of Winston-Salem marketing team was accustomed to primarily spending on social ads but knew they wanted to reach local residents in a high impact way ahead of one of their biggest events of the year.
After working with third-party CTV providers in the past, they wanted more control when building the campaign and visibility into what shows their ads were being seen within – and by whom.
The Winston-Salem team decided to take CTV advertising into their own hands with Paramount Ads Manager, reaching connected TV audience with full campaign control and transparency.
"Our Paramount ad drove a clear lift in visits—online and offline—and the pixel helped us prove it.”
Solution
Leveraging Paramount Ads Manager’s location targeting features, they were able to handpick exactly which zip codes would see their ice skating ads. No more spray-and-pray advertising – just targeted, local marketing that made sense for a community venue.
Taking things one step further, the team added the Paramount Ads Manager Pixel directly to their ice skating webpage. Now, they could track website visits that resulted from viewers seeing their ads across Paramount+ and PlutoTV.
Throughout the course of their two-month campaign, the Winston-Salem team attributed over 6,500 site visits and – most importantly – over 140 in-person visits to their Paramount ad.
As a bonus, having daily visibility into campaign metrics gave the team deeper insight into their audience. It turns out North Carolinians who love ice skating are quite nostalgic and can be found rewatching the Andy Griffith Show and Gunsmoke.
“Working directly with Paramount gave us invaluable insights into our campaign, like the top shows our ad appeared in and the corresponding zip codes – things we don't often get when using third-party platforms."
Results
“The best part about [Paramount Ads Manager] is that we knew where [our ad] was being advertised and who it was being advertised to because I did it myself. And then we had these amazing results.”
LIONESS | Paramount +
FAQ