August 4, 2020
ViacomCBS announced the planned fall 2020 launch of ViacomCBS EyeQ, a connected video advertising platform that will serve as a single transactional point of entry for digital video content from the company’s portfolio of broadcast, entertainment, news and sports networks, according to the company.
EyeQ will bring together all of the company’s connected video assets — including BET, CBS Television Network, CBS All Access, CBSN, CBS Sports HQ, Comedy Central, MTV, Nickelodeon, Paramount Network, Pluto TV and VH1 — allowing advertisers to access a viewing audience that measures 50 million full-episode monthly unique viewers in the United States, and 150 million across all content and all devices, according to the company.
“The launch of EyeQ marks the arrival of one of the biggest premium video platforms in digital media,” John Halley, chief operating officer of advertising revenue at ViacomCBS, said in a statement. “In unifying the operating backend and go-to-market of three large pre-existing players — CBS Interactive, Pluto TV, and Viacom Video — we have consolidated a massive audience footprint that will deliver quality, scale, and capabilities that cannot be matched.”
“EyeQ is game changing,” David Lawenda, EVP of digital sales and strategy at ViacomCBS, said in a statement. “It is a portal into 50 million highly engaged, full-episode viewers watching our content each month, with 80% of the consumption happening on TV glass. And ViacomCBS can now offer unified buying and frequency control across all of that scale, which is aligned to the needs of an advertising marketplace that is increasingly focused on incremental reach.”
EyeQ will simplify transactions and reporting across the company’s digital offering and will support a variety of transactional models depending on advertiser preference, including programmatic guaranteed and private marketplace. It will offer multiple lanes of activation, including:
- content segments, allowing advertisers to verticalize spend under scaled content categories;
- broad demos, allowing advertisers to maximize reach across all viewership and platforms;
- strategic segments, allowing advertisers to leverage syndicated behavioral sets or custom audiences through ad platform Vantage; and
- creative, allowing advertisers to customize immersive brand experiences for greater impact through integrations, custom creative, influencers, and live experiences.
EyeQ will also introduce a new reporting infrastructure to provide real-time data and tactical campaign guidance for advertisers to track spending across platforms, according to the company. Additionally, EyeQ will offer a range of solutions to measure the effectiveness of campaigns, including ad quality metrics, brand lift, attribution and social sentiment.