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Paramount to enter e-commerce via Twitter open window

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By Published On: October 10, 20220 Comments

Media organisation Paramount ANZ, whose portfolio includes Australian free-to-air television channel Network 10 and streaming platform Paramount+, have announced an entry into e-commerce as their next venture in an Australian-first partnership with social media platform Twitter.

Paramount, which also owns other media properties including Nickelodeon, MTV and US commercial broadcast network CBS, has announced its partnership with Twitter locally to deliver a new “premium advertising product”. The product, known as ‘The Checkout’, will aim to tap into audiences for Paramount ANZ’s various entertainment programs and offer them opportunities to purchase products as seen on these same programs.

The latest partnership between the two brands follows an earlier digital content publishing deal between the pair, which saw Paramount properties and programs offered marketing support and brand sponsorship sales rights via Twitter’s Amplify program.

Of its latest partnership with Twitter and entry into the space of e-commerce, Chief Sales Officer for Paramount ANZ Rod Prosser said via a statement, “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,” Prosser added, “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 e-commerce website taking them from the couch to The Checkout in a seamless experience of watch, Tweet, like and shop.”

It has been a year of mixed results for Paramount’s Australian properties, led by Network 10, with some of its newer programs exceeding expectations from ratings perspectives while other longstanding programs have seen sharp declines through the same period.

Nonetheless, Paramount’s recent Upfronts event showcasing its plans for 2023 demonstrated no shortage of ambition, with the media brand also hoping that its new foray into e-commerce will find an engaged Twitter audience willing to spend amidst an increasingly strained consumer economy.

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