10 ViacomCBS Upfront - 10 Play premium advertising

Chris Pash
By Chris Pash | 20 October 2021
Liz Baldwin 2022

10 ViacomCBS announced premium advertising – Dynamic eTrading Placement and Happy Hour – for 10 Play in2022.

Dynamic e-Trade Placements are a real-time solution for retailers to showcase inventory and products.

Advertisers can dynamically change pricing, images or offers – perfect for multi-product retail executions or creative which move as things change.

With 10 Play’s Happy Hour a brand will be able to showcase while linking its message to an ad-free viewing hour coupled with a 60-second branded commercial and adjacent tag.

Viewers get to enjoy the next hour ad-free, with only messaging from one brand.

Liz Baldwin, senior vice president, head of streaming, ViacomCBS Australia and New Zealand: "10 Play continues to go from strength to strength, and this year has been our biggest year yet.

“We’re focused on growth, through the expansion and upgrade of the 10 Play platform, and by bringing creative new opportunities to the market that will extend the success of our much sought-after suite of premium advertising products.”

Sophie Hicks Lloyd, director of digital Sales, 10 ViacomCBS: “I’ve said it before - our point of difference is that we have purpose-built our digital capability with partners who give us the best opportunity to grow; we leverage opportunity and adapt to the changing ad tech and data world around us.

“Our additional connected television formats build on our current Premium Pause and Content Carousel innovations, delivering new ways for clients to sell their products and alter their messaging in real time. And we’re looking forward to building on this in the coming months.”

Dynamic e-Trading Placement and Happy Hour will be available on 10 Play in 2022.

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