Contextual Ads Integrated into Big Brother House
Paramount Australia has enhanced its contextual advertising capabilities by launching Own the Moment and Contextual Ads within Big Brother. These new tools, powered by KERV.ai's scene-level intelligence and FreeWheel's video ad serving technology, complement the existing Pause to Shop feature, creating a comprehensive suite for advertisers.
This suite allows advertisers to target viewers during precise moments in programming, offering more relevant and engaging ad experiences.
McCain Partners as Foundation Advertiser
McCain partnered with Paramount through PHD to become the first Australian brand to activate all three contextual advertising solutions in Big Brother. Their frozen snacking brand, Pickers By McCain, leverages these technologies to connect with audiences in a contextually meaningful way.
Industry Leadership in 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, emphasized that contextual advertising driven by advanced technology is already a present reality, not just a future promise. "Paramount is leading the way," Ho stated.
Ryan Ambrose, Head of Partnerships at PHD Melbourne, commented on the suitability of Big Brother as a platform, saying McCain's Pickers brand thrives on "fun, cheeky moments that bring people together," making it an ideal environment for connection.
Summary
This innovation marks a significant step in delivering precise, moment-based advertising that enhances brand engagement on Connected TV platforms.
Author's summary: Paramount Australia’s new contextual ad suite, showcased via Big Brother with McCain’s Pickers, redefines targeted advertising by leveraging advanced scene-level technology for real-time viewer engagement.