Paramount Makes New Moves to Lure Small-Business Advertisers
variety.comBrian Steinberg Senior TV Editor Paramount Global set a new senior vice president over its efforts to win small-and-medium-sized advertisers, another nod of the growing importance of non-traditional market segments to the business of TV, which has long relied on just Madison Avenue’s biggest residents.
Paramount named Emily Huo as its senior vice president of “SMB Advertising.” The category often includes entrepreneurial digital advertisers and regional and local marketers who in the past found national TV too broad or, more likely than not, too expensive.
In the streaming era, however, smaller advertisers can run pitches aimed at narrower slices of geography or specific consumer niches.
Disney and NBCUniversal are among the big media companies that has worked to lower the barriers to entry for clients with smaller marketing budgets. “Television advertising now is available not just to the top advertisers in the industry, but to businesses of all sizes,” said John Halley, president of Paramount Advertising, in a statement.
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