10 Play partners with eBay to launch new product for advertisers via MediaCom
Paramount Australia and New Zealand has partnered with eBay via MediaCom Australia, to launch a new addition to 10 Play’s suite of premium, non-disruptive ad products, The Countdown.
The Countdown will seamlessly appear at the end of a program before the next program plays, serving a high-impact ad that doesn’t interfere with the viewing experience.
With minutes viewed up 24% year-on-year, viewers are engaging with 10 Play more than ever, the network said, and providing advertisers with a growing addressable population. Paramount ANZ’s premium advertising experiences enable brands to take advantage of a full funnel advertising strategy, guiding consumers from screen to check out.
Paramount ANZ national digital sales director, Diane Ho, said: “We are excited to partner with MediaCom and eBay and see The Countdown come to life through their campaign.
“Catering to changing viewer consumption habits is important to us as we provide advertisers smarter ways to draw attention and align with 10 Play viewers. The Countdown ad experience on 10 Play offers clients the opportunity to serve a high-impact, immersive ad that goes beyond the typical pre or mid-roll video.”
The launch partner of 10 Play’s latest premium ad experience is MediaCom Australia with their key client, eBay. The campaign will be offering viewers the latest trends in kitchen appliances on eBay, while they transition to the next episode of their favourite show.
eBay Australia acting CMO and head of marketing, Rebecca Newton, said: “As Australia’s number one most-visited shopping site, we see a spike in products trending on ebay.com.au when viewers tune into their favourite 10 Play shows.
“The ad campaign will enable eBay to capture viewers’ attention in a highly relevant moment using innovative ad formats. This complements our strategy of aligning eBay’s wide range of products with relevant content across digital media channels for our Home and Garden campaign.”
MediaCom Australia head of marketplace, Sydney, Anthony Sciacca, said: “The high impact ad unit provides eBay with an opportunity to tailor its relevant product selection to users watching related content. This enables eBay to keep top of mind for their Home and Garden category and stimulates the link between eBay and the user who sees eBay reflecting their interests whilst inadvertently achieving mass awareness due to the scale of 10 Play content offerings.”
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