What you need to know:

• Paramount ANZ has partnered with KERV Interactive on a “global first” tech that allows brands to insert multiple QR codes and creative messages into ads tailored to specific products, locations, stock availability and times.
• The announcement comes less than a month before Paramount ANZ’s upfronts, due October 6.

Paramount ANZ is plugging in new advertising technology to pilot product specific QR codes and creative inserted into connected TV ads.

In what the company says is a “global first”, it has partnered with US-based KERV Interactive to create multiple SKU (stock keeping unit) QR codes that can be inserted during ad breaks and changed depending on the audience location, time, show, deals and product availability.

A furniture retailer, for example, could change the QR code to link to a different colour couch depending on how many items it has in stock.

“Paramount ANZ is the ideal partner for us to pilot our new technology Down Under and together take the world by storm,” Marika Roque, Chief Operating Officer of KERV Interactive, said in a statement.

Shani Kugenthiran, Director of Digital Advertising Strategy and Product at Paramount ANZ, said she was thrilled to be “first to market in the world with a product that empowers brands to leverage and maximise all advertising variables and make their TVCs work smarter to deliver results.” 

Paramount says the new ad tech is already in market and Roque will be visiting Australia in October – which is, incidentally, when the Paramount ANZ has its Upfronts – to discuss the partnership and the technology.