CTV is one of the fastest-growing advertising channels, but understanding how it works alongside the rest of your marketing mix can be a challenge.
As advertisers invest across search, social, digital, display, and CTV, relying on a single attribution model no longer provides the complete picture. Every channel influences the customer journey differently, making it essential to understand not only what drove a conversion, but how each channel contributed along the way.
That's why we’re excited to announce our partnership with WorkMagic, a leader in triangulated measurement and omnichannel analytics.
Connect Every Marketing Channel
WorkMagic helps advertisers understand how their marketing channels work together by combining marketing mix modeling (MMM), multi-touch attribution (MTA), and incrementality testing into a unified view of performance.
Instead of evaluating CTV in isolation, advertisers can understand how CTV contributes alongside the rest of their media investments.
With these insights, advertisers can answer questions like:
- How does CTV contribute alongside search, social, and other channels?
- How is my ad spend driving revenue across all my sales channels, like DTC, retail, or Amazon?
- Which channels and campaigns are giving me the best incremental results?
- Where should I allocate more budget to maximize performance?
This information offers advertisers a more complete view of their campaign performance so they can make smarter, more informed decisions about where to invest their media budgets.
Premium Streaming Meets Unified Measurement
At Paramount Ads Manager, our goal is to make premium CTV advertising both accessible and measurable. Advertisers get guaranteed placements alongside premium content including Paramount+ Originals, CBS Sports, CBS News, hit movies, and more, with comprehensive audience targeting and transparent, fixed pricing. Advertisers have access to robust reporting directly within the Paramount Ads Manager dashboard, including metrics such as website visits, in-store traffic, leads, conversions, and more.
By partnering with WorkMagic, we're expanding these measurement capabilities even further. WorkMagic offers independent, third-party expertise to give advertisers a broader understanding of how CTV contributes to overall marketing performance across your entire business.
We’re Not Done Yet
Every advertiser measures success differently. That's why Paramount Ads Manager continues to expand its ecosystem of trusted partners, giving advertisers access to solutions that fit their unique measurement strategy.
The partnership with WorkMagic is another step toward making premium streaming TV not only easy to buy, but easier to measure with confidence. We're excited to continue expanding the ecosystem of trusted partners available through Paramount Ads Manager, giving advertisers the tools they need to plan, measure, and grow with confidence.
If you're interested in adding omnichannel measurement to your next Paramount Ads Manager campaign, learn more about WorkMagic and how they can help you uncover the true impact of your advertising.
If you’re already a WorkMagic customer, you can launch your first Paramount Ads Manager campaign with an exclusive ad credit. Contact us for next steps.
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