Contextual ads now in 10's Big Brother house - AdNews

Paramount Australia Expands Contextual Advertising in Big Brother

Paramount Australia has enhanced its contextual advertising offerings with the introduction of Own the Moment and Contextual Ads in Big Brother. These new solutions use KERV.ai's scene-level intelligence and FreeWheel's video ad serving technology.

Comprehensive Contextual Advertising Suite

These products complement the existing Pause to Shop feature, creating a full suite that allows advertisers to reach viewers during specific moments within programming.

McCain's Innovative Partnership

McCain, through PHD, became the first Australian brand to engage all three contextual solutions within Big Brother to promote its frozen snack brand, Pickers By McCain.

Rod Prosser, chief sales officer at Paramount Australia, said: "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," Prosser added.
Di Ho, national digital sales director at Paramount Australia, commented: "Contextual advertising powered by advanced technology isn't a future promise. Paramount is leading the way."
Ryan Ambrose, PHD head of partnerships Melbourne, stated: "McCain's Pickers brand is about fun, cheeky moments that bring people together, making Big Brother the perfect environment for connection."
Advertising Impact and Innovation

This advancement signifies a new level of precision for advertisers aiming to create engaging, context-rich experiences in premium content environments such as Connected TV.

Author's summary: Paramount Australia leads in contextual advertising by integrating advanced technology with premium content, allowing brands like McCain to connect with audiences during key moments in Big Brother.

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AdNews AdNews — 2025-11-06

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