Paramount Australia, in partnership with KERV, is running a global pilot for a shoppable TV initiative.
Viewers of Australian Survivor early next year will be able to purchase purchase products via a remote control attached to a connected TV screen.
Paramount says the advertising innovation is not only be a first for Paramount globally but also for the Australian market.
The shoppable TV pilot during Australian Survivor will provide valuable insights on the technology before rolling out to other international markets in Paramount’s global business.
“Proactively testing this proof of concept in our own business and ecosystem demonstrates our confidence and commitment to pave the way forward with contextual, immersive and choice-based advertising experiences," says Rod Prosser, chief sales officer, Paramount Australia.
"We’re also incredibly proud to be the pilot market for this intuitive consumer experience that deepens audience connection and engagement with content, simplifies the customer journey and bridges the gap between content discovery and purchase.
“This technology has the potential to take brand integrations to the next level and is testament to our commitment and expertise in pushing boundaries and adopting strategies that elevate brands and connect with contemporary consumer behaviour and expectations."
Viewers will receive an on-screen message inviting them to pause and explore Survivor merchandise available in the Paramount Shop.
After selecting a product, a shoppable screen will expand providing detailed product information and a QR code directing viewers to Shop Now.
Lee Sears, executive vice president, head of international advertising sales and integrated marketing, Paramount Global, says he's thrilled with the deepening partnership with KERV and with Paramount Australia's key role in extending the shoppable TV proof of concept.
“The local expertise of the Paramount Australia Sales team, combined with an advanced and bold Australian advertising industry that leans into innovation, provides the ideal market to trial new technologies like Shoppable TV that have the potential to influence our global strategy,” says Sears.
Marika Roque, chief operating officer and chief innovation officer, KERV, says Paramount's global pilot of Shoppable TV is also a major milestone for the Australian advertising industry.
"It will seamlessly integrate content and purchase options for an immersive and choice-based viewing experience, for the first time in this market," says Roque.
“The pilot will also test and refine new advertising technologies that elevate brand reach and meet the expectations of contemporary consumers. We’re excited to embark on this journey and trailblaze the way viewers engage with advertising with an innovation-first partner like Paramount."
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