2027 Paramount Upfront: Paramount+ expands interactive advertising – Paramount Australia is extending its interactive and high-impact advertising formats to Paramount+ in 2027. Sponsors will be able to connect with individual programs, use Pause and Interactive formats and buy fixed streaming positions designed to put their messages near selected content.
The development is part of the Paramount upfront’s business story. For Australian viewers, it indicates how the service’s ad-supported experience may evolve around local and global programs. For advertisers, Paramount is presenting Channel 10’s streaming inventory and Paramount+ as a more connected offering, with the same team applying its experience across both services.
Advertising around specific shows
Paramount says sponsors can now integrate with individual titles on Paramount+. It is also making Pause, High Impact and Interactive solutions available on the service. The company describes these as premium options intended to stand out during viewing, rather than only conventional ad placements between programs.
Streaming Fixed Units will join the range in early 2027. These pair a single-program sponsorship with prominent moments across streaming. In practice, the pitch is that a brand can attach itself to a title and remain visible in positions viewers are likely to notice.
The release does not specify which Paramount+ shows will offer each format, how an individual viewer may encounter it, or whether every subscription tier will carry the same advertising treatment. Those details will be clearer when the products launch and campaigns run.
Extending work from 10 Streaming
Paramount Australia’s sales team says it has built advertising products for 10 Streaming since 2021. It is now taking those methods to Paramount+, where it can align commercial activity with Australian originals, international series and live sport. Connected TV viewing is central to the strategy because it places streaming on the biggest screen in many homes.
Grant Madigan, Paramount Australia’s vice-president of sales, said the broader range gives advertisers more ways to participate in shows that attract engaged audiences.
Paramount+ now offers advertisers a full range of ways to be part of highly engaging global and local shows.
Grant Madigan, VP Sales, Paramount Australia
The announcement sits alongside separate upfront plans for attention measurement with Adelaide, Cint and Infinitum, and a live-sport format called Game Day Highlighter with Transmit. Taken together, they show Paramount making advertising technology a substantial part of its 2027 Australian pitch, alongside the Channel 10 and Paramount+ program slates.
For more TV Central Paramount+ news, visit the Paramount+ archive. The service’s public Australian site is Paramount+ Australia.
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