10 Upfronts 2026 | Contextual Advertising Is Entering The Big Brother House – Paramount Australia Breaks New Ground With Complete Contextual Advertising Suite, Advancing Its Leadership In CTV Innovation.
Game on! Paramount Australia completes its Contextual Advertising Suite with the launch of Own the Moment and Contextual Ads in Big Brother. Powered by KERV.ai’s advanced scene-level intelligence and FreeWheel’s video ad serving technology, the 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, transforming how advertisers connect with audiences by combining premium content with contextual relevancy.
“Advertisers have always understood the power of premium content – now we’re giving them unprecedented precision in how they harness it,”
– said Rod Prosser, Chief Sales Officer, Paramount Australia.
“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.”
Di Ho, National Digital Sales Director, Paramount Australia, said:
“Contextual advertising powered by advanced technology isn’t a future promise, it’s here, and Paramount is leading the way. I am thrilled McCain, in partnership with PHD, has signed on as the foundation partner, becoming the first brand in Australia to activate all three contextual solutions in Big Brother for their frozen snacking brand Pickers By McCain.”
The suite builds on the success of Pause to Shop, which debuted in MasterChef Australia earlier this year, and exceeded global engagement benchmarks and set a new standard for immersive streaming brand experiences.
Marika Roque, Chief Innovation Officer, KERV.ai, said:
“Our partnership with Paramount Australia exemplifies how AI, premium content, and creativity can come together to redefine the viewer experience on Connected TV. By harnessing KERV’s proprietary content analysis and metadata signals, we’re unlocking a new medium of content-based engagement on the largest screen in the home, where key scenes within Paramount Australia’s premium content can become instantly immersive and shoppable. Our research shows that 49% of viewers would shop a scene if products were relevant to the content, proving that contextualized commerce and relevance, delivered in an unintrusive manner, doesn’t just enhance storytelling – it drives action.”
The launch of the completed Contextual Advertising Suite marks a milestone in Paramount’s ongoing leadership in premium CTV advertising innovation. Built on a foundation of deep campaign expertise and proven success, it fuels what’s next in streaming. Paramount’s continued investment in technology and strategic partnerships ensures it remains at the forefront of market-leading advertising solutions.
Media Release – Paramount
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10 Upfronts 2026 | Contextual Advertising Is Entering The Big Brother House
