Category

SEVEN

Seven hires new Head of Commercial Data and launches new partnership with Adobe

By SEVEN

The Seven Network today announced the appointment of Dean La Rosa as Head of Commercial Data and a new partnership with Adobe for its 7REDiQ audience intelligence platform.

Mr La Rosa will join Seven on 10 May, responsible for identifying and delivering commercial data solutions for customers and partners. His resume includes commercial data roles at Nine Network and, before that, two years at Acxiom.

The Adobe announcement is a key element of the 7BYOD (Bring Your Own Data) product suite as it now connects over 6 million SWM-iDs with an Adobe ID.  

The partnership means Seven can now offer data enrichment to more customers, giving them the ability to identity new customers from Seven’s growing signed-in user base, unlock insights and turn those insights into campaigns targeted across Seven’s digital channels.  

Today’s announcement comes hard on the heels of the launch of new strategic data partnerships for 7REDiQ with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program, and Weatherzone. 7REDiQ’s other data partners include TEG, Carsguide and Mastercard. 

With rich insights into the behaviour of more than 6 million people who have registered with Seven’s market-leading 7plus platform, 7REDiQ gives marketers the ability to define their own customers by their passions, affinities, purchasing power, behaviours and attitudes. 

Now we have taken the step of offering Adobe customers a granular understanding of their audience inside the 7REDiQ platform through Adobe ID match, as part of Seven’s BYO data solution. 

This secure and compliant environment gives brands the power to append their own customer data against our verified audience data and data from our premium second party data partners.

Charlotte Valente, Seven West Media Chief Marketing Officer

We are very excited to welcome Dean to the team. His talent and experience will help us build our first-party deterministic data approach to prepare for the decline of third-party cookies.

As we continue to add new data partners and innovative technology solutions to 7REDiQ, Dean’s experience and skills will help us fast track commercial data led solutions for our clients.

Nicole Bence, Seven West Media Network Digital Sales Director,

I’m excited to be joining Seven. What they have accomplished over the past 12 months is incredible and people are taking notice. Seven’s approach to connecting Flybuys and Mastercard data to logged-in users on the largest screen in the house – all in time for the start of the Tokyo Games – clearly demonstrates how innovation, insights and results are at the heart of 7REDiQ.

Dean La Rosa

Face to Face with Jessica Britten and Sally Welsh

By SEVEN

With Mother’s Day approaching Sunday, we’re keen to shine the light on amazing working mums! In this weeks’ Face to Face, we chat with Jessica Britten and Sally Welsh who job share the role of Group Sales Manager in the Melbourne office.

Q1. How did you both get into the advertising industry and specifically Sales?

JESS: My first job in advertising was at Seven in 2007 as a Sales Coordinator and I have worked in media sales ever since. This is my second stint at Seven after 6 years in the UK but what I love about sales is that no two days are the same and there’s never a dull moment!

SALLY:  I recently joined Seven from 12 years at a media agency, and I’m enjoying the new challenge that sales brings. I have worked with the team at Seven across my career and it’s exciting to be part of the business during this period of change and growth.

Q2. Tell us a about you how the job share opportunity came about and how do you make it a seamless transition when handing over?

JESS: I feel very fortunate to have been giving the job share opportunity by Seven when I returned to Australia 3 years ago.  The best part is that it has enabled me to continue my career whilst still spending time with my young family.  I’ve now job shared on and off for 3 years, in between having my second child.  The most important thing when sharing a role, I’ve found is communication is key, given the nature of our jobs we’re constantly handover so finding ways to do this quickly and efficiently is important.

SALLY: I’m a huge advocate of job-sharing for working parents, it’s a win/win for employee and the employer who gain 20+ years media industry experience from Jess & I.

Jess and I share a morning in the office each week where we do a handover, schedule key client meetings and team WIPS. We’ve found constantly updating Trello (an online shared To-Do list) as a useful tool. The success of a job-share comes down to solid communication as we are both committed to our clients having a positive job- share experience.

Q3. What is your favourite part of the job and why?

JESS: I love the diversity of the role and the great group of people I’m lucky enough to work with, the team nature of Seven is really important to me.  In addition, the ever evolving nature of the industry we work in that keeps the role fresh and interesting but also exciting! Working on big Sporting events and new programs for clients that provide integrated marketing solutions that help solves business challenges is also very satisfying.

SALLY: I thrive off helping clients achieve business and marketing objectives through effective media campaigns. I have seen in my time at an agency the significant positive impact FTA TV can have on brand metrics and hearing this feedback is satisfying.

Q4. What is the most important piece of advice you have for mothers who are pursuing a career?

JESS: To be super organised, flexible and accept that you’re not superhuman.  

SALLY:  Be present, leave the guilt at the door. When I’m at work I try to be as present as I can be with my team, my clients. And I commit to the same focus when at home with my 2 boys.

Q5. Anything that you’ve learnt along the way that you hope to pass on to your children?

JESS:  Be kind and respectful to everyone you meet and treat them the way you want to be treated.  Manners are super important from the moment you can talk and for the rest of your life.

SALLY: That’s a big question – They are still young so at the moment so at the moment I am starting small and instilling into them the importance of ‘Be Safe, Be Kind’.

Q6. Lastly, what are you doing to celebrate Mother’s Day this year?

JESS:  I was pleasantly surprised that my 4-year-old knew it was Mother’s Day this weekend so I’m looking forward to afternoon tea at his kinder and then I’ll probably see my mother-in-law and have my mum over for dinner at our house! Basically, a big family day, that will be exhausting but lovely 😊

SALLY: Nothing crazy, hopefully breakfast in bed and a day off making decisions! I’ll be down the coast celebrating the day with my mum as well as my own family. Mother’s Day is also ‘Nannas Day’ in our family and it’s a perfect opportunity to thank my mum for everything she does for me, including picking my son up from school so I can work! Working mums needs all the help they can!

Seven West Media signs Google and Facebook agreements

By SEVEN, Seven West Media

Provides FY21 trading and debt update

Seven West Media (ASX: SWM) today confirmed it has finalised its partnership with Google and has also signed a long-form agreement with Facebook awaiting signature by the latter overnight. 

The agreements are consistent with the respective Letters of Intent announced in February. The agreement with Google is five years and the agreement with Facebook is three years. 

Completion of the two agreements confirms the strong recognition of the quality and credibility of our leading television and newspaper news brands and entertainment content. Together, they underpin our sustainability and enable us to continue to build our digital platform. 

These partnerships have been made possible by the introduction of the Media Bargaining Code. This has been an important reform led by Prime Minister Scott Morrison, the Chair of the Australian Competition and Consumer Commission, Rod Sims, Treasurer Josh Frydenberg and Communications Minister Paul Fletcher.

James Warburton, SWM Managing Director and Chief Executive Officer

SWM anticipates the digital revenue associated with the agreements will commence before the end of FY21, with the majority to be derived in FY22. Minimal incremental costs are required to deliver the revenue.

With regards to trading, Seven’s Q3 FY21 advertising revenue grew at the upper end of the 7-10% range provided at the first-half results briefing in February.

Net debt is forecast to be approximately $270 million to $280 million by the end of FY21. Net proceeds of $45 million from the Airtasker IPO in March were used to retire debt, bringing total debt retirement to $195 million in the second half to date.   

The transformation of SWM continues. Finalisation of the Google and Facebook agreements completes one of the key objectives outlined in our February results, delivering further digital transformation, and realising the true value of our news and current affairs product on third-party digital platforms. 

Our balance sheet is now in a much stronger position and our FY21 Q4 content is positioned to deliver audience and share growth, particularly among people 25 to 54 and on 7plus.

James Warburton, SWM Managing Director and Chief Executive Officer

This release has been authorised to be given to the ASX by the Managing Director and CEO of Seven West Media Limited.

Seven expands 7REDiQ data insights

By SEVEN

Weatherzone partnership adds new location data

The Seven Network today announced a key new strategic data partnership with leading weather information provider Weatherzone to add more insights to its 7REDiQ audience intelligence business.

The partnership, which also includes location technology provider LandmarksID, means marketers will now gain even richer insights into the behaviour of the more than 6 million people who have registered with Seven’s market-leading 7plus platform. 

Weatherzone joins Seven’s growing list of second-party data partners. Others include TEG, Carsguide, Mastercard and – as announced on 19 April – Unpacked by Flybuys, the data division of Australia’s most popular loyalty program.

Partnering with trusted consumer brands like Weatherzone is integral to the ethos of 7REDiQ and further enhances our ability to enrich the information we have about the millions of people who are logged into 7plus.

As our 7plus audience check the weather on their Weatherzone app, we will capture their location data and build it into 7REDiQ. Early data suggests 7plus and Weatherzone share more than 650,000 consumers, providing more than enough scale to build out a nationally representative panel of people and their location habits. 

Understanding these habits provides powerful insights for marketers to build out activation segments, inform smarter creative ideas, and contribute to post-campaign attribution studies.

Thanks to 7REDiQ, marketers can visualise our audiences and their potential customers by their favourite 7plus shows or genres, their Flybuys spending habits, Ticketek events, their Mastercard spending and now, thanks to Weatherzone, knowing where they have been.

For marketers, it’s an increasingly powerful and effective eco-system. With COVID-19 restrictions easing, people are heading out more and therefore checking the weather more, making the timing of this new partnership perfect.

Nicole Bence, Seven West Media Network Digital Sales Director

Face to Face with Joshua Tanner

By SEVEN

In this weeks’ Face to Face, Joshua Tanner from the Melbourne office opens up about juggling family life during lockdown, how viewer behaviour is changing in the way sports content is consumed and what he’s most excited for in the upcoming Tokyo Olympics.

Q1. How did you venture into the world of Sport sales?

Sport has always been my passion and this led me to a Sports Marketing course at Uni.  When I finished the course, I was lucky to have a family friend who was EA to the Melbourne Sales Director now Head of 7SPORT (nepotism at its best). It was a case of right place, right time and Adam Elliott who was running sport at the time needed some support and signed me up to book spots and billboards into the old NTS system back in May of 2005. Here I am, 16 years later and still loving it.

Q2. Tell us a about a typical working day for you.

A tricky one to answer as there is a lot of variety to my role, which is why I enjoy it so much.

The week usually kicks off listening to Tim Hunter talk at volume about how good or bad the Saints were on the weekend, then we delve into a lot of analysis of weekend sport ratings, inventory analysis and reporting for the purpose of developing sales strategies and market comms to our sponsors/clients.

There is typically a handful of presentations to clients which at the moment is a mixture of AFL integration pitches, Tokyo Olympics opportunities and soon to be Ashes Cricket & Winters Sponsors opportunities.

A lot of time is spent workshopping solutions with the Sport Sales team, Production team and 7Red Campaign Team.  The constant dance of finding an angle whether it be via inventory or in-program idea to make our partners feel like they are valued and to ultimately build their brand and sell their product.

I also regularly work on building relationships with our sporting body partners at the AFL and Racing who we collaborate with on co-partner and are important to our success.  Often this happens at a major sporting event or two which is a nice part of the job.

Q3. If you could give your 20 year old self a piece of advice, what would it be?

Buy Bitcoin early.

More importantly though, respect every person you deal with and be authentic in your approach.

Q4. You experienced one of the lengthiest lockdowns in Australia being based in Melbourne, what was the biggest challenge and how did you stay motivated?

Biggest challenge was finding ways to manage the high workload that came with an ever-changing AFL season with trying to support my amazing wife who was attempting to run a primary school and kindergarten in our living room for our 4 young kids.  I became a part-time PE Teacher! Some interesting times indeed, but I also have very fond memories. During this time, I witnessed and learnt more about my kids than ever. They were my motivation pushing me to dominate my Seven duties so I could be present with them when they needed me.

Q5. Are there any trends you’re noticing with audience behaviour or different viewing habits in the way that they consume live sport or sports content?

Covid 19 expedited the growth and scale of audiences streaming sport and seeking out more social/sport doco style content. Fans were desperate to delve deeper with their passions and feel connected to sport which gave them a taste of normal.  Whilst Seven has some rights limitations with some of our sports in the streaming space it also bodes well for future growth into the areas we do like Supercars, Horse Racing, AFLW and the Olympics. Also, the opportunity to develop a new flavour with new social shows and content allows us to engage our sport fans in different ways with new opportunities for brands.

Q6. We’ve heard your quite the AFL fan, who is your team?

I’m a proud North Melb Kangaroos member (There aren’t many of us). The whole family are Roos as my Dad was fortunate enough to be a premiership player with the Kangas back in 1977. North are a long way last at the moment, however I did enjoy a successful era in the 90’s when I was lucky enough to be at the MCG to witness two premierships.

Q7. What sport are you most excited to watch in the upcoming Olympics?

I love watching the High Jump and Javelin as they were events I loved to do back in High School.  Other than this the BMX is a great watch as its fast and physical.  Favourite team to watch will be the Matildas led by Sam Kerr who is an absolute jet. Curious to catch Speed Climbing as well as it looks very cool.  I’ll be watching it all!!

Seven and KERV revolutionise shopping

By SEVEN

Officeworks launches first campaign with 7ACT

Seven West Media has announced an Australian-first partnership with KERV Interactive to deliver the revolutionary shoppable ad experience, 7ACT.

The new product allows advertisers to dynamically insert QR codes seamlessly into video assets, enabling brands and content creators to showcase specific products, offer relevant information and provide contextual shopping opportunities.

Seven has launched 7ACT with a programmatic-first partnership with key agency partners Matterkind and Initiative, developing an all-new campaign for Officeworks. 

Officeworks is using 7ACT as part of its “Mind Grown” campaign, providing children new avenues to grow and learn through a range of learning resources. It is a collaborative partnership that sets the standard for future ad experiences on screens.

7ACT is an innovative addition to Seven’s Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative, which was launched last year.

Our mission with premium ad experiences such as 7ACT is to make advertising more enjoyable, more engaging and more relevant through personalisation. 

E.A.V.E. is central to our approach to innovation, creating ad experiences that are unique, customised and bring brands to life through interactive storytelling. We believe that by delivering valuable ad experiences to our viewers, they will be more loyal to our platforms, more engaged with our content and therefore much more responsive to brand messages from advertisers.

Nicole Bence, Seven West Media Network Digital Sales Director

KERV is a global, multi-award-winning, patented video technology company that lifts existing video assets to become unique, interactive experiences for consumers. The QR code response process is unique to KERV and allows information and shopability to dynamically shift where the mobile destination is directed, based on the KERV object-level AI.

We are extremely excited to be part of this launch with Seven West Media, who have been leading the market through their programmatic-first approach in the BVOD space. This approach allows Matterkind to trade easily on a diverse variety of advertising products and innovative solutions for our agencies and brands. 

Ad product innovations like 7ACT represent a huge step forward for brands, leveraging high-impact and immersive formats to expand their addressable footprint. Most importantly, 7ACT’s use of QR codes enables accurate measurement of success across Connected Television, far beyond standard brand metrics.

Flaminia Sapori, Matterkind National Head of Partnerships & Strategic Investments

More than meets the eye

By SEVEN

It’s time for Big Brother’s brilliant new season!

In 2020, one of the world’s biggest entertainment formats returned to Australian screens with a bang: Big Brother was back with a new voice, new format and new house filled with a modern melting pot of housemates.

Big Brother returns Monday, 26 April with an unpredictable, addictive and thrilling new season.

Next week, 20 housemates will enter the Big Brother house where they will live together for more than 60 days, cut off from the outside world, with cameras and microphones recording their every move 24 hours a day.

These housemates think they know Big Brother but with new rules and massive twists in a house full of secrets, they will have to think on their feet and play the game hard if they want to make it to the end.

Ultimately, three housemates will be left standing and, in a live Grand Final television event, Australia will vote to determine who deserves to win Big Brother and the $250,000 prize.

Who wins? You decide.

Big Brother starts 7:30pm next Monday, 26 April on Channel 7 and 7plus

Get involved:
7plus
Facebook
Twitter
Instagram
YouTube
TikTok
#BBAU

Seven and Flybuys strike innovative partnership

By SEVEN

Loyalty program data division joins 7plus connected TV audiences

Seven West Media today announced the launch of a market-leading new partnership with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program.

The partnership will connect Flybuys’ aggregated audience segments with 7plus’ connected TV audiences. It marks the first time targeting will be possible across connected TV, giving marketers the ability to reach 7plus audiences on the biggest screen in their home with tailored advertising messages based on previous purchases.  

In an Australian first, Seven and its strategic data partner TEG Analytics will connect Seven’s 6 million unique first-party audience identifiers, SWM-iDs, with the data of more than 8 million Flybuys members. 

Seven’s SWM-iDs – coupled with its extensive second-party partnerships with TEG, Carsguide, Mastercard and others – sit at the core of the audience insights, activation and measurement solution in 7REDiQ, the audience intelligence platform Seven launched in October 2020. 

We set up 7REDiQ with one simple aim: to bring brands closer to their desired audiences than ever before. Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers.

Our new partnership with Flybuys means 7REDiQ has taken a giant leap forward to connect deterministic second-party data at an identity level, making it even easier for brands to reach their key audiences across our market-leading content and to achieve stronger results.

Kurt Burnette, Seven West Media Chief Revenue Officer

The new Flybuys partnership is further evidence of 7plus, 7REDiQ and our data partners working better together to deliver people-based, results-driven marketing through connected TV.

The recent roll out of mandatory sign-in across all 7plus assets means every digital eyeball is addressable using high-quality, transactional, location and behavioural signals from 6 million IDs, with a 75% match with Flybuys.

When the Tokyo Olympics kick off on 23 July, Australians will be able to access 43 channels of Olympics content on 7plus. Today’s announcement comes at a perfect time for brands to make the most of the resultant massive increase in digital viewing across Seven’s market-leading BVOD platform and maximise the engagement and scale of the Olympics.

Nicole Bence, Seven West Media Network Digital Sales Director

Through this partnership with Seven West Media, we are providing insights into our more than 8 million members’ shopping baskets. Unpacked by Flybuys arms brands and media agencies with data, insights and measurement into their audiences based on real-world behaviour and provides unrivalled ROI on marketers spend.

Harley Giles, Chief Product Officer of Flybuys

We are thrilled to be able to bring TEGA’s new data partnership with Flybuys to our long-standing partnership with Seven West Media. This is the first time in Australia that a TV network will be able to offer brands FMCG data against connected TV viewing.

Andrew Reid, General Manager at TEG Analytics

Big Brother is back and ready to play on Monday, 26 April

By SEVEN

The wait is almost over! Big Brother’s unpredictable, addictive new season starts in two weeks

Think you know Big Brother’s game? Think again

There’s more than meets the eye when the big daddy of reality tv returns with an unpredictable, addictive and thrilling new season on Monday, 26 April.

With an eviction every night and massive twists in a house full of secrets, housemates will have to think on their feet and play the game hard if they want a shot at the $250,000 prize.

These housemates come from all corners of Australia and all walks of life. They’re hungry to beat Big Brother at his own game but little do they know the wild and wicked surprises he’s got lurking above, below and behind every corner.

So take a look at what Big Brother’s got in store this season – and get ready to play!  

Who wins? You decide.

Big Brother starts Monday, 26 April on Channel 7 and 7plus

Get involved:
7plus
Facebook
Twitter
Instagram
YouTube
TikTok
#BBAU

Face to Face with Paul Birt

By SEVEN

In this weeks’ Face to Face, we interview Paul Birt, Group Sales Manager in the Adelaide office. We dive into personal challenges, his tips for staying motivated working from home and what TV show he’d love to make a comeback.

Q1. Tell us a bit about your role as Group Sales Manager in Adelaide?

Adelaide is an amazing town to be involved in media. We have some great people in all corners of the Advertising and Marketing landscape here, and they do amazing work. My role is to try connect our team with these people, then develop solutions for them using the best of all the assets we have at Seven West Media.

Q2. Where did your passion for sales come from?

I learnt early on about attaining fulfillment through seeing others grow. That’s what drives me.

Seven West Media’s suite of Broadcast, Digital and Print assets connect strongly with Australians. Enabling our clients to connect to, and then intrigue potential consumers with their story brings them growth… and for me a sense of achievement.

Q3. What’s been the biggest challenge for you this year? 

Change Management. Our clients, our agency partners and ourselves are all knees-deep in an accelerating change in Advertising and Marketing, sped up by the pandemic. In our business, a new agility is required to get the gist of our client’s needs. Also, a stronger focus on the role of data and activating on our digital assets is required. These new focus points are fundamental to our clients’ and SWM’s success going forward. 

Q4. What main commercial trends have you noticed over the past twelve months?

It has been an unbelievable 12 Months. We have seen some industry segments suffer with some segments still not clear. Not long after April 2020, we did start to see a strong move of customers back to the Home Improvement sector. And that has just kept sailing strongly. South Australian’s spend a lot of money on Overseas Travel annually. A lot of that money is being redirected into creating an oasis at home, or at the holiday home.

And we have all seen the move many businesses to up their online shopping game as traffic to bricks and mortar slowed / stopped. We have seen clients coming to TV with a need to grab attention and online traffic as physical foot traffic was in decline. I believe this has had a big role in the strong demand the TV Industry is seeing at present.

Q5. What’s one tip that you’ve used to motivate yourself and your team while working from home?

I have to say that we are very lucky here in SA to have made it through COVID Lockdowns much easier than many interstate colleagues and clients, so I am not sure we are the most qualified in this area. I do know that eating fresh and getting exercise through the day was super energising. I live across the road from a beautiful park so it was easy to get some sun and exercise and make the most of a break.

Q6. Dancing with the Stars has made a triumphant comeback. If you could pick one show from the past to be rebooted, what would you pick?

I have long believed I can pick a banging song from a mile out, but I know that I have no idea on how programmers go about finding a hot show. So clearly this is coming from a rank amateur programmers’ standpoint… 90’s Grunge Variety Show – The Big Gig. I loved its irreverent comedy, alt music, stupid camera angles and bizarre moments. What do you think Angus? Maybe not!

X

Privacy Statement

Seven and its related entities (collectively “Seven”) is collecting your personal information for the purpose of responding to your enquiry.

By submitting your enquiry you consent to Seven using your personal information for the purpose of Seven and its related entities sending you information, insights, results and opportunities regarding our programs, products, services and events, as well as those of our business partners. We will always provide you with the ability to opt out of those communications.

Seven will handle your personal information and other data in accordance with Seven’s Privacy Policy which is available at sevenwestmedia.com.au/privacy, and which contains information regarding how you can access your personal information, correct it and/ or make a complaint about our handling of your personal information.