Contextual Ads Now in Big Brother Australia
Paramount Australia has expanded its contextual advertising capabilities by launching "Own the Moment" and Contextual Ads within the Big Brother program. These offerings use KERV.ai's scene-level intelligence combined with FreeWheel's video ad serving technology.
Together with the existing product Pause to Shop, these tools form a suite that allows advertisers to engage viewers at specific moments during the programming.
Partnership with McCain
McCain has become the foundation partner through PHD, becoming the first Australian brand to activate all three contextual advertising solutions in Big Brother for its frozen snacking range, Pickers By McCain.
Comments from Paramount Australia Executives
"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 added that advertisers now have unprecedented precision leveraging premium content. He emphasized Paramount’s leadership globally in contextual advertising on Connected TV.
"Paramount is leading the way," stated Di Ho, national digital sales director at Paramount Australia, stressing that advanced technology-powered contextual advertising is already a present reality, not a future promise.
Perspective from PHD
Ryan Ambrose, head of partnerships at PHD Melbourne, highlighted how McCain's Pickers brand aligns well with Big Brother’s fun and cheeky vibe, making the show an ideal platform for brand connection.
Summary
This development marks a significant step in targeted advertising during programming, enabling precise engagement through innovative technology and premium content partnerships.
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