In a strategic move to broaden its advertising reach, Paramount Global has appointed Emily Huo as Senior Vice President of “SMB Advertising,” targeting small and medium-sized advertisers. This signals a shift towards embracing non-traditional market segments in the TV industry, challenging the dominance of Madison Avenue giants.
According to Variety, Huo, former global director of SMBG advertising at Spotify, brings her expertise from roles at Reddit and Twitter to Paramount. With a focus on entrepreneurial digital advertisers and local marketers, Paramount aims to tap into the streaming era’s opportunities, allowing smaller advertisers to tailor pitches for specific regions or consumer niches.
“Television advertising now is available not just to the top advertisers in the industry, but to businesses of all sizes,” emphasizes John Halley, President of Paramount Advertising, highlighting the changing landscape of TV marketing.
Moreover, investors closely watch the traditional media sector grappling with declining ad sales and the shift of TV viewers to streaming platforms. Paramount’s strategic appointments come amid industry-wide efforts by major media companies like Disney and NBCUniversal to make TV advertising more accessible to clients with smaller budgets.
Furthermore, Luke Peng, Paramount’s new Vice President of Product for SMB Advertising, joins from TikTok, Wish, and PayPal. Reporting to Huo, Peng will be based in New York, contributing to Paramount’s focus on geo-targeted inventory supply for ad-supported streaming.
John Halley expressed confidence in the move, stating, “Under the leadership of Emily and Luke, we are doubling down on these efforts, bringing in experienced senior management to drive marketplace expansion.”
Paramount’s latest initiatives reflect a commitment to adapt to the evolving advertising landscape and cater to the diverse needs of businesses, both big and small.
