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

Contextual Ads Now in Big Brother on 10

Paramount Australia has expanded its contextual advertising offerings with the launch of Own the Moment and Contextual Ads in Big Brother. These innovations are driven by KERV.ai's scene-level intelligence and FreeWheel's video ad serving technology.

These new products complement Pause to Shop, forming a comprehensive suite that allows advertisers to target viewers during specific moments within programming.

Key Partnership and Activation

McCain has become the foundation partner through PHD, marking the first Australian brand to use all three contextual advertising solutions in Big Brother for its frozen snacking line, Pickers By McCain.

Industry Insights on Contextual Advertising

“By combining advanced technology with the power of content, we deliver meaningful, measurable connections between brands and audiences,” said Rod Prosser, chief sales officer at Paramount Australia. “We're proud to be setting the pace globally in contextual advertising on Connected TV.”
“Contextual advertising powered by advanced technology isn't a future promise. Paramount is leading the way,” said Di Ho, national digital sales director at Paramount Australia.
“McCain's Pickers brand is about fun, cheeky moments that bring people together, making Big Brother the perfect environment for connection,” said Ryan Ambrose, PHD head of partnerships Melbourne.

Summary

Paramount Australia's new contextual ad suite enhances precise audience targeting during key moments in Big Brother, pioneered by McCain's Pickers as a foundation partner.

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AdNews AdNews — 2025-11-06

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