For Paramount Advertising, Ellis explained the success of the interactive ads shows how long-form, premium content can continue to engage consumers in the age of short-form, small-screen ads. The company will continue looking to innovate ahead of the TV upfront.

“We want to ensure that we offer as much genuine innovation going into the upfront, and areas around creativity, measurement and performance are very important to Paramount Advertising, where frankly, we have consistently led the charge in advanced advertising in the measurement options in ad-supported streaming,” Ellis said.

The company will look to showcase its offerings to clients at its upcoming intimate upfront gatherings, as it once again opted to skip out on the traditional upfront week.