Contextual Ads Launch in 10's Big Brother House
Paramount Australia has enhanced its contextual advertising capabilities by introducing Own the Moment and Contextual Ads in Big Brother. These innovations are powered by KERV.ai's scene-level intelligence and FreeWheel's video ad serving technology. Together with Pause to Shop, these products allow advertisers to target viewers at specific moments in programming.
McCain's Strategic Partnership
McCain signed on as the foundation partner through PHD, becoming the first Australian brand to activate all three contextual solutions during Big Brother. This campaign promotes their frozen snacking range, Pickers By McCain.
Industry Perspectives
"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.
Prosser emphasized the unprecedented precision advertisers now have in leveraging premium content. He added, "We're proud to be setting the pace globally in contextual advertising on Connected TV."
"Contextual advertising powered by advanced technology isn't a future promise. Paramount is leading the way," stated Di Ho, national digital sales director at Paramount Australia.
Ryan Ambrose, head of partnerships at PHD Melbourne, highlighted that McCain's Pickers brand centers on fun and cheeky moments that bring people together, making Big Brother an ideal platform for connection.
Summary
Paramount Australia's new contextual ad suite enables precise, moment-based targeting on Big Brother, with McCain pioneering its full use to connect brands and audiences effectively.
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