Contextual Ads Expanded in Big Brother on Paramount Australia
Paramount Australia has enhanced its contextual advertising offerings by launching Own the Moment and Contextual Ads within the Big Brother show. These new products use KERV.ai's scene-level intelligence combined with FreeWheel's video ad serving technology.
Together with the existing Pause to Shop feature, these solutions allow advertisers to target viewers during specific moments of the program, creating a dynamic and precise advertising environment.
McCain Partnership and Brand Activation
McCain, through agency PHD, has become the foundational partner, marking the first time an Australian brand has implemented all three contextual advertising solutions in Big Brother. They are promoting their frozen snack brand, Pickers By McCain.
Industry Leaders on Contextual Advertising
"By combining advanced technology with the power of content, we deliver meaningful, measurable connections between brands and audiences," said Rod Prosser, chief sales officer at Paramount Australia.
"We're proud to be setting the pace globally in contextual advertising on Connected TV."
Di Ho, national digital sales director at Paramount Australia, stated, "Contextual advertising powered by advanced technology isn't a future promise. Paramount is leading the way."
Ryan Ambrose, PHD head of partnerships Melbourne, noted, "McCain's Pickers brand is about fun, cheeky moments that bring people together, making Big Brother the perfect environment for connection."
Summary
The integration of advanced contextual advertising technology on Paramount Australia's Big Brother allows brands like McCain to connect with audiences in precise, meaningful moments during programming.
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