Paramount Global Takes Advertisers Shopping in Upfront After-Party
variety.comBrian Steinberg Senior TV EditorWhere do you take advertisers if you want them to make a big purchase? To a department store, of course.Paramount Global will take clients who attend its upfront Wednesday afternoon to an after-party in the structure on New York’s Madison Avenue that once housed the big Barney’s department store, one way to emphasize the shopping aspect of the event, in which big U.S.
TV companies hope to sell the bulk of their commercial inventory for their next programming cycle.As part of the affair, Paramount has dressed up four windows of the former shopping plaza.
One, representing scripted entertainment, will show how consumers can engage with Paramount content in many ways, including at home, in bed, on the phone, in a living rooms, on a TV and on an airplane.
A second will dramatize the company’s kids and family content, and feature a rotation of fan-favorite costumed characters at the start of the event.
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