10 Upfronts 2025 | Paramount Leads Advertising Innovation With Expanded Contextual CTV Ads And A Premium Data Proposition To Drive Results – Paramount Australia is affirming its position as a market leader in advertising excellence and innovation with the expansion of contextual Connected TV (CTV) advertising opportunities, sophisticated data partnerships, targeted audience profiles, as well as powerful data-informed advertising solutions and tools, to drive meaningful brand and business outcomes.
A major step forward in Paramount’s CTV advertising opportunities is with key partner KERV, introducing the contextual advertising offerings Pause to Shop and Own the Moment.
After the successful global, proof-of-concept pilot for Shoppable TV earlier this year, KERV and Paramount are scaling this CTV advertising opportunity across key tentpole programs including Australian Survivor and MasterChef Australia.
Now dubbed Pause to Shop this advertising solution turns brand exposure during Paramount’s premium shows, into product discovery opportunities.
From a high-stakes moment to a scene of celebration, Pause to Shop allows advertisers to convert relevant content moments with specific on-screen brand exposure, or even similar products or services, into immediate consumer engagement.
Diane Ho, Digital Advertising Director, Paramount Australia said:
“Pause to Shop represents a significant leap forward in how we drive value for our advertising partners.
“By integrating seamless product discovery into our premium content, we’re transforming the way brands connect with their audiences, turning engagement into sales-actions.”
Own the Moment is the next premium CTV ad experience giving advertisers the unique ability to claim and enhance key contextual moments within Paramount’s popular programs allowing brands to align their messaging with scenes that evoke the desired emotional connection, pulling these program moments into the first ad-in break, accompanied by a shoppable brand opportunity that dynamically matches the in-show moments to the advertiser’s products or services.
Own the Moment enables advertisers to tap into the power of emotional connection, delivering a cohesive brand narrative that spans content and commerce, creating a connected consumer experience that drives deeper engagement and comprehensive brand impact.
Paramount’s contextual proposition unlocks key brand moments during shows and allows marketers to deliver scalable, context-driven and highly relevant ads that enhances viewer engagement and in turn, supercharges effectiveness.
Paramount Australia’s partnership with Innovid is also expanding with the introduction of social and vertical video solutions, giving advertisers without a brand TVC, the ability to maximise existing social media and vertical video creative assets, to create a premium CTV ad experience for the biggest screen in the house.
“Our deepened partnership with KERV and Innovid marks an exciting evolution in our advertising strategy,”
– added Shani Kugenthiran, Digital Advertising Strategy and Product Director, Paramount Australia.
“By leveraging cutting-edge contextual and interactive solutions, we’re providing advertisers with unparalleled opportunities to engage audiences in meaningful and impactful ways that drive real business outcomes.”
Paramount Australia is also announcing significant advancements in its premium data proposition with strategic partnerships and data-driven advertising solutions that deliver enriched customer insights and data-informed activations that achieve results.
Three new premium data partners are joining Paramount to support diverse advertiser needs across various sectors including: Circana providing retail insights; the Australian Bureau of Statistics with demographic targeting capabilities and a global payment provider with transaction data.
Paramount’s first-party data points have also been harnessed to curate 80 premium, off-the-shelf audiences called Paramount Personas that are enriched with insights from all six premium data partners that also includes smrtr, Coles 360 and Samba TV, giving advertisers ease and precision to target priority audiences.
Data accessibility, flexibility and accuracy also underpins Paramount’s compelling data proposition with a commitment to making Paramount’s data offerings accessible through various buy types and assurance of quality and accuracy supported by Paramount’s declared user login information.
Diane added:
“Our expanded suite of contextual and data-driven solutions empowers advertisers to connect with audiences more meaningfully and effectively.
“By leveraging advanced tools and strategic partnerships, we’re enabling brands to turn engagement into tangible business outcomes, driving both impact and innovation.”
Media Release – Paramount
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10 Upfronts 2025 | Paramount Leads Advertising Innovation With Expanded Contextual CTV Ads And A Premium Data Proposition To Drive Results
