How Paramount and Innovid's Interactive Super Bowl Spots Scored Big

Exclusive: Paramount's 'Add to Watchlist' ads showcased increased engagement ahead of upfront

No offense to Patrick Mahomes, but interactive ads were the real MVP of the Super Bowl for Paramount and Innovid.

As part of their new global partnership, Paramount and ad-tech company Innovid are bringing interactive ads to both Paramount+ and Pluto TV to drive customer engagement on connected TVs, with the first Paramount+ spots airing during Super Bowl 58—the most-streamed Super Bowl ever.

For the inaugural campaign, Paramount+ ran its first-ever “Add to Watchlist” interactive ads to promote content including Ghosts, Halo, The Chi, Tracker, Fire Country, Family Stallone, Lioness, The Tiger’s Apprentice and Mission Impossible 7. Viewers

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