The Sydney sessions of this year's Paramount Upfronts have taken place, with the broadcaster now heading to other capital cities across the next two weeks as part of its "intimate" presentations.
“This year’s intimate Upfront presentations facilitates greater connections and conversations with our partners and further strengthens our relationships with agencies and clients on the ground," said a Paramount Australia spokesperson.
Media buyers responded to the format positively - one said that "the strategic shift to smaller, more intimate group as opposed to one mass audience was definitely the right one, and ultimately allowed the Paramount team to capture attention – in my opinion, at a much higher level than the same content would have received in a mass group."
Paramount announced a global pilot for a shoppable TV initiative, measurement tools for advertisers, an Australian version of Top Gear, an extension of dynamic video capabilities to the BrandBOOST ad product suite, a Paramount+ premium tier in Australia from next month, its participation in VOZ streaming and a wave of premium content coming next year.
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