Paramount Australia and New Zealand have announced an Australian-first partnership with Twitter Australia to deliver a new advertising product called The Checkout.
Australian audiences are tuning into TV and simultaneously joining the conversation on Twitter where they comment, interact – and now, transact.
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!
This engagement presents an opportunity for marketers to connect with audiences while they’re talking about the shows they’re watching.
The Checkout builds on the success of Twitter Amplify, a global deal announced by the two companies in May that has already secured sponsorship sales and delivered results accessing audiences across content including sport and tentpole programming.
Rod Prosser, chief sales officer, Paramount ANZ 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 eCommerce website taking them from the couch to The Checkout in a seamless experience of watch, Tweet, like and shop.”
Angus Keene, managing director of Twitter, Australia and New Zealand, said: “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 ecommerce 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.”
A range of integrated branding opportunities are available with The Checkout, such as mentions in Tweets, logo placements, video content, and more.
The Checkout is in market now and joins a suite of advertising opportunities available with Paramount.