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Objective
Surrounding the highly-anticipated rebrand of CBS All
Access to Paramount+, Paramount Global needed to
both retain existing current users and attract new
viewers to not only subscribe to the app, but also
continue to engage with the app.
Solution
Samsung Ads harnessed the power of it’s unrivaled data,
strategic partnerships and impactful ad solutions to
make Paramount+ a must-have app. Campaign tactics
included:
•Targeted both current CBS All Access users and
potential viewers using a winning combination of
trusted Samsung Ads 1P data and impactful viewer
segments
•High-impact ad experiences with strategic pre-
launch, launch, and post-launch flighting including
Samsung's highly sought after First Screen and
Discovery Masthead placements that ensured
Paramount+ would reach a viewer across every
point of their TV
•Strategic mix of video creative showcased the
mountain of content available on Paramount+
across cross-device video, CTV and Samsung TV Plus
Driving
awareness for
Paramount+
rebrand
The campaign reached half
of all unique Samsung TVs
during the rebrand flight and
produced amazing results.
During the March 2021 rebrand
from CBS All Access to
Paramount+, the number
of monthly active unique users
nearly doubled.
A year later, monthly active
unique users more than tripled
and retained and returned
users nearly tripled.
850%Growth in
monthly active unique
users YOY
353%Growth in
new Paramount+
users YOY
Source: Samsung Ads, Proprietary ACR Analytics, 2021.