Paramount ANZ’s new commercial strategy to partner with tech as it launches new ad capability

“Dynamic video advertising aligns to our strategy at Paramount of creating a robust marketing platform that delivers meaningful results for brands on connected TV, the biggest screen in the house, Paramount ANZ, director, digital advertising strategy & product, Shani Kugenthiran told Mumbrella on Tuesday.

“Our commercial strategy is about partnering with leading technology businesses that allow us to adapt and innovate at speed and this strategic partnership with KERV Interactive demonstrates this commitment,” she added.

The companies have collaborated to launch a global-first ad product providing optimisation for brands and net-new pathways for audiences to connect, engage and shop.

Paramount Australia and New Zealand (ANZ) and KERV Interactive today partnered together harnessing patented technology to deliver dynamic, interactive video ad functionality on Connected TVs. 

So, how is this product different to anything else that’s out there in broadcast?

KERV Interactive chief operating officer, Marika Roque told Mumbrella: “It’s incredibly exciting to be using KERV’s technology in a totally new way in the CTV environment and to have co-create this novel ad product.

“There’s nothing else in the market that offers near real-time dynamic adjustments based on an advertiser’s key criteria as well as audience and sales feedback.

“It means our advertisers can leverage and amplify every possible variable in their sales environment and achieve results.

“This new dynamic video ad product delivers engagement and action, leveraging data-driven technology to optimise a brand’s creative message and products in real-time using Paramount ANZ’s metadata or allowing brands to leverage their own data signals via API feed into dynamic video content.”

The dynamic video ad product enables multiple SKU QR codes to be dynamically inserted during ad playback allowing any number of products to be showcased based on customisable inputs as well as iteration based on performance.

Product-related elements can also be shifted dynamically depending on audience location, time, show, deals and even product availability mitigating potential supply-chain issues.

Kugenthiran, added: “We’re thrilled to partner with KERV Interactive and be first to market in the world with a product that empowers brands to leverage and maximise all advertising variables and make their TVCs work smarter to deliver results.

“We’re enabling our advertisers to establish and maintain relevance by applying real-time circumstances and feedback to their ads that in turn give customers a targeted, unique and positive brand experience that will translate into sales.

“It’s exciting to work with a company where we have such a connection and affinity with shared values, culture and business ambition to be global leaders in CTV advertising.”

Roque, added: “Paramount ANZ is the ideal partner for us to pilot our new technology Down Under and together take the world by storm.

“Our fully-dynamic, patented technology is at the nexus of brand and user experience giving advertisers near real-time optimisation that combines the precision of Artificial Intelligence with the power of audience engagement, product and sales insights to maximise ROI.

“It’s been an incredible journey to partner in the development of this new product and we’re proud to stand with Paramount ANZ as the vanguard of CTV advertising technology.”

The new product is currently in-market and Roque will be visiting Australia in October to discuss the world-first partnership and KERV Interactive’s technology.


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