Credit: Paramount
Paramount Australia and New Zealand has been appointed exclusive advertising sales agent for LG’s free, premium streaming service, LG Channels, in Australia.
The move deepens the existing partnership between the two companies, following the recent integration of Paramount’s broadcast feeds into LG’s IP-based channel platform.
Paramount ANZ will sell all advertising inventory across LG Channels, including third-party content, giving advertisers a single access point to a broader connected TV audience.
The partnership expands Paramount’s connected TV (CTV) and digital footprint, aligning with its strategy to grow audience reach across multiple digital platforms.
LG Channels currently offers more than 130 free streaming channels and has more than doubled its monthly active users and increased viewing hours sixfold over the past 18 months.
Rod Prosser, chief sales officer at Paramount ANZ, said the agreement represents a major step forward in the company’s digital growth strategy.
“By combining LG’s high-quality CTV inventory with our existing digital platforms, we’re creating a more powerful and scalable offering for advertisers looking to reach Australian audiences in premium, brand-safe environments,” Prosser said.
“We’re proud to deepen our relationship with LG, a trusted global innovator whose platform continues to redefine the connected TV experience.”
The partnership will see LG’s CTV inventory integrated into Paramount’s wider digital sales offering, allowing advertisers to buy premium, data-driven placements through a single, streamlined channel.
Serge Matta, president of global ad sales at LG Ad Solutions, said working with Paramount ANZ allows them to deliver greater value for advertisers.
“This collaboration brings together the strength of Paramount’s premium content and market expertise with LG’s advanced data and CTV capabilities, giving brands a powerful way to reach audiences in brand-safe, high-attention environments across LG Channels,” Matta said.
Tony Brown, general manager of home entertainment marketing and content business at LG Electronics, said the partnership underscores the growing role of free ad-supported streaming television (FAST) in Australia.
“LG Channels has seen remarkable growth in Australia, which underscores the momentum of how FAST channels are becoming a central part of the TV experience,” Brown said.
“Partnering with Paramount ANZ will further strengthen that connection, bringing together premium content, trusted local expertise, and the power of the LG Smart TV platform to create more meaningful opportunities for advertisers to engage audiences where they’re most attentive.”
LG Ad Solutions will continue to handle LG’s digital CTV inventory, including Home Screen ad units and data solutions.
The expanded deal strengthens both companies’ commitment to innovation in digital video, delivering advertisers greater reach and flexibility across millions of LG Smart TVs.
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