Paramount Elevates CTV Advertising with Interactive Product Suite Expansion

With three interactive CTV ad experiences, Paramount ANZ is extending its premium advertising alternatives offering. The goal is to create an environment where viewers interact with advertising in addition to simply watching it. On the big screen, Paramount ANZ hopes to provide a portal into the future of interactive advertising.

The approach builds on AdSelector’s, powered by Innovid, success. The program is one of the premium advertising options available from Paramount Australia and New Zealand (ANZ). They aim to encourage users to interact directly with video material using their remote controls. To do so, the platform accentuates already-present video content and displays a full-screen video gallery. Around a typical TVC, a CTA overlay emerges, urging viewers to participate using their remote. The viewer is then presented with content selections and ad experiences to choose from and play via AdSelector expanding to full-screen.

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The Three Interactive CTV ad experiences

Canvas Gallery

A TVC features an interactive scrollable gallery called Canvas Gallery displaying several products. It effectively highlights several products at once in a high-end, interactive setting. Additionally, it is beneficial to display a variety of products in a high-end interactive setting. The solution is ideal for campaigns with several touchpoints or for launching a wide range of products. Additionally, it is perfect for retail occasions like Christmas, Black Friday, or the launch of new products. A typical advertisement will be scaled down to fit a branded skin so that users of the remote may navigate through up to five panels of message in a single break.

Interactive overlay

Interactive Overlay’s click-to-reveal feature adds a call to action to an already-existing TVC. With a dynamic layer to a typical brand TVC, it provides a complementing interactive overlay that strengthens already strong brand creativity. Additionally, a lower-frame interactive overlay smoothly integrates promotional messaging, codewords, and limited-time offers into existing advertisements. As the usual brand advertisement plays, it will appear over top of it so that viewers may interact with the overlay using their remote.

Expander

Through an interactive full-screen ad experience, Expander immerses viewers while surfacing a variety of brand material. It seeks to deepen and broaden a brand’s exposure and accumulated time. To immerse consumers in a brand realm like never before is the aim. It combines several material pieces, including movies and photos, to enhance the value of a typical TVC. Additionally, a conventional advertisement is surrounded by a CTA overlay. With just three to five films or images, a full-screen video gallery carousel can be launched by viewers using their remote controls. The standard video resumes after viewers close the extended advertisement.

Here’s what they said

Head of commercial innovation at Paramount ANZ Zoe Kostos expressed her excitement to introduce these new advertising options, which reflect the company’s belief in the potential of interaction on a large screen. As reported by AdNews, she went on to say,

Each product offers a unique experience, allowing our advertisers to engage audiences in new and meaningful ways. Through creative flexibility and personalised engagement, we’re taking advertising beyond a completed view and transforming it into an immersive journey that resonates with viewers.

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