Contextual Ads Launch in Big Brother on Paramount Australia
Paramount Australia has expanded its contextual advertising capabilities with the introduction of Own the Moment and Contextual Ads in the TV show Big Brother. These new products utilize KERV.ai's scene-level intelligence alongside FreeWheel's video ad serving technology.
Comprehensive Contextual Advertising Suite
The additions complement the existing Pause to Shop product, enabling advertisers to engage viewers precisely during specific programming moments.
McCain as Foundation Partner
McCain, through agency PHD, is the first Australian brand to activate all three contextual solutions within Big Brother, promoting its frozen snacking brand, Pickers By McCain.
"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," added Prosser.
Industry Leadership in Contextual Advertising
Di Ho, national digital sales director at Paramount Australia, emphasized that this advanced technology in contextual advertising is already in active use, not just a future possibility:
"Paramount is leading the way."
Ryan Ambrose, head of partnerships at PHD Melbourne, highlighted the alignment between Big Brother and McCain's Pickers brand, noting its focus on fun, cheeky moments that create connections among viewers.
Summary
Paramount Australia advances targeted advertising with new technologies on Big Brother, enabling precise, meaningful brand-audience engagement powered by innovative scene-level intelligence.