The advertising market is a mixed bag at the moment as agencies and brands negotiate pricing and deals for the year ahead.
But there’s optimism ahead and total television as a sector wants a bigger share of advertising revenue.
“It’s been noted that television audiences have stabilised,” Rod Prosser, chief sales officer At Paramount ANZ, told AdNews.
“We feel like there will be a level of growth and we are interested in how the dollars will move around over various platforms.
“We'll be able to capture the total TV market, knowing our ecosystems are a little bit different.
“There's definitely a lot of commentary around the social media ban and what that will mean for family viewing in the home. And so the appointment to view shows will get bigger and better next year.
“We think that we've given outdoor (media) a free kick, possibly by not being as cohesive and aligned as an industry. That'll change next year.
“We've (television networks) all got a common interest and a willingness to work together. So I think you'll see a bit more of that, which the market's been craving.
“The free kick that our friends in various parts of the industry have got might change next year.
“In the overall market there's more optimism going into next year than there was from last year, which is a positive sign.
“It's just really where that revenue gets captured.”
Ten, who alone among the Australian networks isn’t having a formal upfront this year, has also been improving Paramount Connect for agencies and brands, evolving capabilities with Paramount Connect Streaming designed to unify and simplify how advertisers access and activate campaigns across 10 and Paramount+.
“Over the course of this year we’ve been trialling and testing and working with our agency partners, our ad server partners, our tech partners and data partners to ensure that we've got what is robust,” Prosser said.
“We've been fortunate that we're working off what is a global operating system. We've got, you know, engineers all over the world that look after this system.
“Obviously, there's nuances when you move into the individual countries and territories, but essentially, the system and the stack that we work off is powered by the global business.
“With all the advertisers leaning in and testing, we're launching what we call a coined internally Paramount connect 2.0. This is effectively listening to the advertisers and marketers.”
Paramount has also been appointed exclusive advertising sales agent for LG’s free, premium content streaming service, LG Channels in Australia.
The announcement extends a partnership, which recently included the integration of Paramount's linear broadcast feeds into LG's IP-based channel platform.
Paramount ANZ will exclusively sell all LG Channels and third-party inventory within the LG Channels platform, marking a significant expansion of its connected TV (CTV) advertising capabilities in the Australian market and further cementing its digital growth and distribution strategy.
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