Paramount Australia and New Zealand has announced a new partnership with Innovid, providing new interactive, connected television (CTV) ad products to Paramount’s suite of digital advertising solutions.
Innovid, an independent advertising platform for delivery, personalisation, and measurement of converged TV, offers CTV advertising formats that give marketers access to ad products that deliver impact and engagement.
AdSelector is a new, Australian-first product providing a non-disruptive audience experience that asks the viewer simple, interactive inquiries related to the content. This builds scalable market segments that are interested in products or services relevant to their needs or interests.
Diane Ho, national digital sales director, Paramount ANZ said: “We’re proud to partner with international ad technology powerhouse Innovid, in this future-focussed, Australian-first deal.
“This partnership is yet another example of our commitment to industry innovation, so we’re thrilled for AdSelector to join our comprehensive playbook of sophisticated digital advertising solutions, giving our clients powerful tools to go beyond the first impression and a fast track to sales.
“AdSelector will allow audiences to identify their interests, or the solutions they’re looking for, and marketers can then meet that need which will in turn boost ad performance and reach business goals.
“At Paramount, we’re experts in our industry with a strong understanding of our content, advertisers and audiences, so we know this partnership is the perfect fit for our market that will create new commercial opportunities on the biggest screen in the house.”
Stas Vainshtein, vice president Asia Pacific, Innovid said: “We’re thrilled to expand our partnership with Paramount ANZ to help brands take TV advertising beyond engagement and drive performance through data-driven, personalised creative at scale.
“As audiences shift to streaming, there’s an opportunity to create significant impact for brands. Paramount’s popular programs, inventory and audiences combined with Innovid’s creative advertising solutions will enable marketers to boost performance and deepen engagement like never before.”
The Innovid AdSelector interactive advertising experience is available now and joins a suite of recent announcements and ad products from Paramount ANZ, including KERV Interactive and Samba TV.
Paramount ANZ and KERV Interactive co-created and launched a global-first, CTV ad product that harnesses technology to provide optimisation for brands and net-new pathways for audiences to connect, engage and shop.
The technology allows for real-time adjustments of the creative image, creative message and QR code destination during ad playback, allowing several products to be simultaneously showcased based on customisable inputs. It also enables a feedback loop, iterating and amplifying the ads based on engagement and sales.
Ads can also update with other key inputs such as viewer attributes, time of day, TV program, deals and even product availability, maximising advertising variables.
In addition, Paramount ANZ’s Australian-first audience targeting deal with Samba TV brings a more holistic understanding of TV viewership across any device, channel and platform, including broadcast, linear and streaming.