Paramount's 10 is the only network to not have an upfront this year, instead opting for discrete briefings of media buyers.
The network is having a 2026 presentation and a Big Brother launch party on the Gold Coast Thursday this week.
Before that the network’s sales team held "intimate" briefings for key agencies, clients and partners.
But these briefings were not styled as an upfront along the lines of competitors Nine, Seven and Foxtel which went for traditional big events with small screen stars, cocktails and glam.
The presentation revealed plenty work going on at Paramount to make the network more attractive the agencies and their clients, including with the contextual ad suite, Paramount Connect and the expanded partnership with LG.
And Paramount also briefed journalists on its 2026 content slate and improvements to its advertising ecosystem.
Capabilities with streaming have evolved to unify and simplify how advertisers access and activate campaigns across 10 and Paramount+.
Paramount Connect Streaming allows advertisers to engage through two powerful pathways: content and audience.
Lee Sears, president, international markets advertising sales, said the evolution of Paramount Connect in Australia demonstrates an international strategy to simplify and harness the power of content and distribution.
“Paramount Connect unlocks a unified audience, empowering advertisers to reach their most valuable consumers with greater efficiency through insights and activation, premium Connected TV ad experiences, and outcome-led measurement," Sears said.
Rod Prosser, chief sales officer, Paramount Australia & New Zealand, said that for advertisers, the sky's the limit when it comes to reaching audiences across the streaming ecosystem.
"We're connecting clients to content and audiences in a frictionless way, with even more powerful advertising solutions on the roadmap ahead," he said.
Paramount Australia also announced a strategic partnership with attention measurement business Adelaide.
This collaboration applies Adelaide's AU attention score across Paramount's streaming environments and connected television (CTV) ad solutions.
“Attention is the currency that matters,” said Prosser.
“Advertisers are demanding proof that premium environments deliver premium results. We've always known our audiences are highly engaged - Adelaide's measurement expertise validates that connection between investment and tangible brand and business outcomes with unprecedented precision.”
He said the collaboration fills a critical gap in streaming measurement, enabling advertisers to leverage actionable insights to inform future campaign planning.
It also supports comparative analysis across content types, formats, and contextual relevance, empowering smarter, data-driven decisions.
Paramount ANZ 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.
Through this partnership, Paramount ANZ will integrate LG’s CTV inventory, which offers over 130 free streaming channels.
“This partnership is a major step forward in our digital growth strategy," said Prosser.
"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.
"We’re proud to deepen our relationship with LG, a trusted global innovator whose platform continues to redefine the connected TV experience."
Paramount Australia has also launched Own the Moment and Contextual Ads in Big Brother.
It completes its Contextual Advertising Suite with the powered by KERV.ai’s advanced scene-level intelligence and FreeWheel’s video ad serving technology.
The Contextual Advertising Suite enables advertisers to engage viewers with precision and relevance - right as the action unfolds.
Own the Moment and Contextual Ads join Pause to Shop, to complete Paramount Australia’s ad suite.
"Advertisers have always understood the power of premium content – now we're giving them unprecedented precision in how they harness it," said Prosser.
"By combining advanced technology with the power of content, we deliver meaningful, measurable connections between brands and audiences. We’re proud to be setting the pace globally in contextual advertising on Connected TV."
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