Paramount ANZ inks new e-commerce deal with Twitter and partners with adtech firm, Innovid
Paramount Australia and New Zealand (ANZ) today signed an Australian-first partnership with Twitter Australia to deliver a new premium advertising product called The Checkout using Paramount ANZ’s content and profiles, the network has announced at its 2023 Upfronts this afternoon.
The company also announced its new partnership with Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV.
The major broadcaster said during the presentation, a recent report showed that four of the top five most Tweeted about reality shows in Australia were Channel 10 programs including MasterChef Australia, Australian Survivor, The Bachelor Australia and I’m a Celebrity… Get Me Out of Here!.
The Checkout aims to build on the success of Twitter Amplify, a global deal announced by the two companies in May that has already secured significant sponsorship sales and delivered results accessing audiences across diverse content including sports and tentpole programming.
A range of integrated branding opportunities is available with The Checkout such as mentions in Tweets, logo placements, video content and more.
Paramount ANZ chief of sales, Rod Prosser said: “The Checkout perfectly complements the viewing experience and monetises the live Twitter conversation, directly connecting audiences at precisely the right moment, when they’re engaged, talking about content and in the ready-to-buy mindset.
“We know Australians are engaging with our premium content and shows on our trusted Twitter profiles, so we’re connecting these leaned-in viewers to the world of #SawItOnParamount where they can watch it on TV and buy it on Twitter.
“From purchasing a sharp suit worn by one of our stars to discovering the perfect pet product as seen on The Dog House Australia, audiences who ‘like’ the featured Tweet will receive an automated response with a link to the relevant e-commerce website taking them from the couch to The Checkout in a seamless experience of watch, Tweet, like and shop.”
Twitter, Australia and New Zealand managing director, Angus Keene added: “We’ve seen huge traction with Twitter Amplify in Australia and know The Checkout will continue to drive meaningful consumer engagement and sales conversions in what we believe will be the most exciting e-commerce trend of the year.
“The Checkout augments the combined strengths of Paramount’s compelling content and devoted fans with Twitter’s power to drive the conversation on trending topics giving brands direct, real-time access to engaged Australian audiences who are hot sales leads, primed to convert.”
The Checkout is in market now and joins a diverse suite of innovative and progressive advertising opportunities available with Paramount focused on solving client challenges in creative and meaningful ways.
In addition, the company heralds a new partnership with Innovid, which aims to provide interactive, premium, connected television (CTV) ad products in Paramount’s suite of 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.
The Innovid AdSelector interactive advertising experience is available now and joins a suite of recent, industry announcements and ad products from Paramount ANZ including KERV Interactive and Samba TV.
Paramount ANZ national digital sales director, Diane Ho commented: “We’re proud to partner with international ad technology powerhouse Innovid, in this future-focused, 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.”
Innovid VP Asia Pacific, Stas Vainshtein noted: “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.”
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topics
AdSelector
adtech partnership
Angus Keene
Australian Survivor
Diane Ho
Innovid
MasterChef Australia
Paramount
Paramount ANZ
Paramount+ Upfront
Rod Prosser
Samba TV
Stas Vainshtein
The Bachelor Australia
The Checkout
Twitter
Twitter Amplify
upfront 2022
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