Turning Passive Viewing into Brand Action across Connected TV

KERV.ai and Paramount Australia formed a strategic partnership to embed contextual AI and scene-level intelligence directly into premium connected TV (CTV), transforming passive viewing into scalable, interactive brand experiences. By analyzing video content at the scene level, the technology generates contextual metadata that enables relevant, in-program viewer interactions at moments of peak attention.

Together, the partners launched Paramount Australia’s Contextual Advertising Suite, integrating AI-driven interactivity directly into creative production and ad delivery workflows across Connected TV. The suite includes formats such as Pause to Explore, Own the Moment, and Contextual Ads, allowing brands to connect with audiences through contextual discovery, brand storytelling, and commerce. In 2025, these solutions were deployed across flagship programming, delivering measurable impact for advertisers. A travel brand activating Pause to Explore achieved a 3.21% pause rate (7x global benchmarks) and a 1.81% QR scan rate (90x benchmark), while 63% of viewers reported liking the experience in third-party research. By operationalizing AI across content and monetization workflows, the partnership moved shoppable CTV from experimental pilots to scalable, in-market deployment, demonstrating how AI can unlock new advertising and experiential value within premium television.