Lee Sears.
Paramount Australia has partnered with FreeWheel, a Comcast Company and global technology platform for the premium video advertising industry.
The transition to FreeWheel is designed to unlock a single-entry point for advertisers to engage total TV planning, trading and measurement via Paramount Connect.
The Paramount+ ad tier has already migrated to the FreeWheel technology platform, with 10 Play set to integrate in January 2025, beginning the first phase of Paramount Connect and access to a unified digital ecosystem.
Building on the success of a global Paramount FreeWheel partnership, proprietary technology solutions will be rolled out locally to meet key advertiser priorities with a best-in-class, end-to-end management platform encompassing FreeWheel’s premium video ad server and SSP.
Paramount's president of international markets ad sales, Lee Sears, said this partnership extends Paramount’s proven global technology strategy, utilises international expertise and will meet local Australian market requirements.
“Our strategic partnership with FreeWheel aligns with our global vision to deliver unified advertising experiences for advertisers with cutting edge, powerful and fit-for-purpose technology that harnesses the unique attributes of both digital and linear TV," he said.
“Its successful implementation in the UK, US and Canada has delivered significant media efficiencies and effectiveness for our advertisers that we know will also benefit the Australian market.”
FreeWheel's MD for ANZ Tess O’Brien said the company is "really excited" to broaden its global partnership with Paramount and offer its extensive expertise to give Australian viewers a superior and tailored ad experience.
“At FreeWheel, we are focused on helping brands and agencies tap into the incredible potential of total TV advertising and reduce the complexity in today’s TV ecosystem, while also giving publishers the tools and control to effectively monetise their content," she said.
"Our integrated ad management platform allows publishers to do just that – holistically consider the full pool of demand and effectively drive advertising outcomes for advertisers.”
Paramount Australia's chief sales officer Rod Prosser said FreeWheel enables the Paramount Connect gateway providing advertisers with access to high quality, scalable and addressable audiences, viewing Paramount's vast library of unrivalled global and local premium content, across its unified streaming platforms.
“Starting with our digital ecosystem initially, with linear to follow soon, advertisers will also have greater inventory control and flexibility plus capacity for advanced contextual, premium and dynamic ad experiences," he said.
Paramount Australia will host a series of agency engagement sessions offering an in-depth exploration of the technology and its unique opportunities and discuss advertisers’ needs ensuring a collaborative, informed and smooth transition to the new technology.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.