The third industry-leading announcement from Paramount Australia and New Zealand (ANZ) heralds a new partnership with Innovid (NYSE:CTV), providing interactive, premium, connected television (CTV) ad products in Paramount’s diverse suite of progressive digital advertising solutions.
Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV, offers immersive and interactive CTV advertising formats that complement and add value to the audience experience, giving 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 that builds unique and scalable market segments who 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 compelling suite of recent, industry-leading 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 dynamic ad product that uniquely harnesses technology to provide unparalleled 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, plus enabling a feedback loop, iterating and amplifying the ads based on engagement and sales.
Ads can also dynamically update with other key inputs such as viewer attributes, time of day, TV program, deals and even product availability, maximising all possible advertising variables to empower TVCs to work smarter and deliver results.
In addition, Paramount ANZ’s Australian-first deal with Samba TV is another industry game-changer, set to revolutionise audience targeting with a more holistic understanding of TV viewership across any device, channel and platform, including broadcast, linear and streaming.
By integrating Samba TV’s advanced viewership data capabilities for holistic, omnichannel audience strategies, Paramount ANZ will empower advertisers to reach TV viewers across every screen and achieve deduplicated, incremental reach across premium and differentiated digital programming inventory.
Paramount ANZ continues to see and seize the opportunities of tomorrow in digital advertising innovation with this diverse and progressive suite of products focussed on solving client challenges in creative, meaningful and results-driven ways.
Read more about the Paramount ANZ and KERV Interactive announcement here.
Read more about the Paramount ANZ and Samba TV announcement here.
