Paramount Australia is launching a converged advertising trading technology called Paramount Connect in January 2025.
The technology, announced at Paramount's 2025 Upfront presentation, allows marketers to target audiences across every platform and program in Paramount’s content ecosystem.
Phase 1 of Paramount Connect will bring together broadcast video on demand (BVOD) platform 10 Play, streaming platform Paramount+ and more than 60 free ad-supported streaming TV (FAST) channels on Pluto TV, into a unified digital ecosystem, the first of its kind in the Australian market, delivering a single customer view for advertising partners.
Phase 2 of Paramount Connect will bring linear TV into the fold in the second half of 2025 with frictionless transactions across all screens and platforms.
Paramount's president of international markets ad sales, Lee Sears, said this technology has been crafted to understand audience behaviour by incorporating feedback from international advertising partners and fine-tuning the offering via global technology expertise.
“Connect will break through the silos of linear and digital, bringing together a complete and transparent picture of audience behaviour, offering advertisers unique opportunities across Paramount that delivers results for brands," he said.
“Converged trading with Connect responds to the evolution of viewing. We know the choice between linear and BVOD is not a zero-sum game but is far more nuanced, affected by genre and format, shaped by sporting moments, and influenced by credible news and major events.
“Connect can navigate and tap into these opportunities and audience preferences, delivering platform agnostic viewer insights to drive business outcomes.
“Advertisers will be able to reach and engage audiences across all platforms, delivering scale and impact like never before, with the ability to prove the value of their investment."
Paramount Australia's chief sales officer, Rod Prosser, said convergence was the driving force behind the network's future-focussed vision, sales team and strategy.
“Our ambition is clear. One team structured for success. One blended CPM. One way into more than 16 million Australians watching our channels and platforms but endless ways to execute business results," he said.
“Connect will give the advertising market frictionless, flexible, targeted and simple converged trading in a unified digital ecosystem with a single customer view that will deliver results in the only Total TV offering in Australia."
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