The importance of Exclusive content in today's media landscape is constantly growing. Streaming services such as Paramount+ are specifically focussing on exclusive content in order to assert themselves in a highly competitive market. These unique offerings help to arouse the interest of viewers and successfully place adverts at the same time.
Why Exclusive content are decisive for successful advertising strategies
Exclusive content is more than just a collective term for special series or films. It gives a streaming service a distinctive profile and creates a loyal user base. Paramount+ in particular shows how crucial exclusive material is for advertising success. The platform offers numerous original series and films that can only be seen here and thus attracts a broad audience.
A major advantage of exclusive content is that it retains the attention of the target group for longer. Companies can place their adverts in a more targeted way and in an environment that viewers perceive as high-quality and relevant. This significantly increases the effectiveness of ads, as users are in an environment that they actively consume.
Best practice examples from the industry underline this: for major productions such as „Star Trek: Discovery“ or the new „Frasier“ series, fans deliberately use Paramount+ to enjoy this content exclusively there. Advertisers use this dedicated community to place highly relevant messages in a targeted manner and increase advertising pressure thanks to the high dwell time.
Exclusive content as a catalyst for targeted advertising
Paramount+ offers around 41 per cent exclusive TV series and around 23 per cent exclusive films. In addition to major franchises such as „Mission Impossible“ and „Halo“, this range also includes numerous original documentaries and reality formats. Such diversity enables advertisers to design their campaigns in a versatile way that is tailored to the respective audience.
In the area of reality TV, which plays a special role at Paramount+, specially designed ads often achieve a high level of relevance. For example, the return of „The Real World Homecoming“ is accompanied by strong fan circles that are open to product placements and advertising messages if these are skilfully integrated.
BEST PRACTICE for a customer (name withheld due to NDA agreement): A streaming provider was able to significantly increase traffic to the platform through targeted ad campaigns for a new Paramount+ release. The campaign utilised trailers and behind-the-scenes exclusive content to create authentic interest and increase viewer engagement.
How iROI coaching helps with projects relating to Exclusive content can support
The realisation of successful advertising concepts with exclusive content often presents companies with challenges. This is where iROI coaching provides valuable impetus. Especially when it comes to the strategic planning and implementation of campaigns based on exclusive content, iROI-Coaching supports projects competently and with a wealth of experience.
As part of a project with a provider of premium streaming services, iROI coaching helped to evaluate the exclusive content selection and optimise the advertising placements so that they reach the desired target group with pinpoint accuracy. The coaching also supports the integration of customer feedback and the fine-tuning of campaign strategies.
Another important aspect is the sustainability of the appeal. Exclusive content creates lasting attention that extends advertising campaigns beyond individual adverts. iROI coaching shows ways in which customers can use this dwell time to build strong brand loyalty.
Exclusive content as a competitive advantage
In a market where streaming services are challenging each other, exclusive content is a key differentiator. With its extensive offering, Paramount+ has proven that it is possible to create customised content that not only strengthens viewer loyalty but also increases advertising efficiency.
In addition to blockbusters such as „A Quiet Place: Part III“, the platform impresses with its multi-layered and rarely available formats. This appeals to niche audiences, which is particularly important in the online advertising environment because relevant target groups can be identified and reached more easily.
BEST PRACTICE with a client (name withheld due to NDA agreement): A media company utilised the exclusivity of Paramount+ documentaries to develop credible sponsorship partnerships. The resulting perception supported customer acquisition and strengthened the brand positioning in the long term.
My analysis
Exclusive content plays a key role in how streaming services such as Paramount+ not only retain their viewers, but also enable advertising campaigns to achieve sustainable success. Exclusive original series, films and special formats are used to specifically address target groups and keep them in a high-quality environment. iROI coaching can effectively support project managers in making the most of this potential and provide impetus for successful ad strategies.
Further links from the text above:
Paramount+: Everything You Need To Know About The New Streaming Service
Amount of Paramount Plus Original and Exclusive Content: Data
What Is Paramount+ Premium and How Does it Change Things
Paramount movies will be exclusive to Paramount+ from 2024
Paramount+ will be exclusive streaming home for new Paramount movies
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