Credit: Paramount
Paramount Australia has completed its contextual advertising suite with the launch of Own the Moment and Contextual Ads in Big Brother, powered by KERV.ai's scene-level intelligence and FreeWheel's video ad serving technology.
The products join Pause to Shop to form the suite, enabling advertisers to target viewers during specific moments in programming.
McCain has signed as foundation partner through PHD, becoming the first Australian brand to activate all three contextual solutions in Big Brother for its frozen snacking brand Pickers By McCain.
Rod Prosser, chief sales officer at Paramount Australia, said advertisers now have unprecedented precision in harnessing premium content.
"By combining advanced technology with the power of content, we deliver meaningful, measurable connections between brands and audiences," Prosser said.
"We're proud to be setting the pace globally in contextual advertising on Connected TV."
Di Ho, national digital sales director at Paramount Australia, said contextual advertising powered by advanced technology isn't a future promise.
"Paramount is leading the way," Ho said.
Ryan Ambrose, PHD head of partnerships Melbourne, said McCain's Pickers brand is about fun, cheeky moments that bring people together, making Big Brother the perfect environment for connection.
"Through Paramount's Contextual Ads, Pickers can show up in the exact right moments of the show, matching the tone, humour, and spontaneity that the brand is known for," Ambrose said.
"At PHD, our philosophy of Intelligence Connected is about combining media, data, and creativity to unlock smarter, more contextual opportunities for brands, and this partnership is a great example of that in action."
The suite builds on Pause to Shop, which debuted in MasterChef Australia earlier this year and exceeded global engagement benchmarks.
Marika Roque, chief innovation officer at KERV.ai, said the partnership exemplifies how AI, premium content, and creativity can redefine the viewer experience on connected TV.
"Our research shows that 49% of viewers would shop a scene if products were relevant to the content, proving that contextualized commerce and relevance, delivered in an unintrusive manner, doesn't just enhance storytelling, it drives action," Roque said.
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