Paramount Australia is expanding its contextual Connected TV (CTV) advertising opportunities, data partnerships, targeted audience profiles and data-informed advertising solutions and tools.
After a successful global, proof-of-concept pilot for Shoppable TV earlier this year, KERV and Paramount are scaling this CTV advertising opportunity across key tentpole programs including Australian Survivor and MasterChef Australia.
Now dubbed Pause to Shop, the solution - announced at the company's 2025 Upfront presentation - turns brand exposure during Paramount’s premium shows into product discovery opportunities.
It allows advertisers to convert relevant content moments with specific on-screen brand exposure, or even similar products or services, into immediate consumer engagement.
Paramount Australia's digital advertising director, Diane Ho, said Pause to Shop represents a significant leap forward in how the company drives value for its advertising partners.
“By integrating seamless product discovery into our premium content, we’re transforming the way brands connect with their audiences, turning engagement into sales-actions," she said.
Paramount announced Own the Moment, a CTV ad experience giving advertisers the ability to claim and enhance key contextual moments within Paramount’s programs.
Own the Moment pulls program moments into the first ad-in break, accompanied by a shoppable brand opportunity that dynamically matches the in-show moments to the advertiser's products or services.
Paramount Australia’s partnership with Innovid is also expanding, giving advertisers without a brand TVC the ability to maximise existing social media and vertical video creative assets to create a premium CTV ad experience for the biggest screen in the house.
Paramount Australia's digital advertising strategy and product director, Shani Kugenthiran, said the deepened partnerships with KERV and Innovid marks an exciting evolution in the company's advertising strategy.
“By leveraging cutting-edge contextual and interactive solutions, we’re providing advertisers with unparalleled opportunities to engage audiences in meaningful and impactful ways that drive real business outcomes," said Kugenthiran.
Three premium data partners are joining Paramount, including Circana providing retail insights, the Australian Bureau of Statistics with demographic targeting capabilities and a global payment provider with transaction data.
These build on the suite of measurement products announced at last year's Upfronts.
Paramount’s first-party data points have also been harnessed to curate 80 premium, off-the-shelf audiences called Paramount Personas that are enriched with insights from all six premium data partners that also includes smrtr, Coles 360 and Samba TV.
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