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EAVE

Seven drives smarter brand sponsorship with 7Impact

By SEVEN

eBay is launch partner for enhanced viewer experience

EAVE

Seven West Media today revealed 7Impact, the latest sponsorship opportunity as part of its Enhanced Advertiser and Viewer Experience (E.A.V.E).

7Impact offers brands the opportunity to own a program in the extensive range of first run and library content on the market-leading 7plus platform, with an exclusive sponsorship that rewards repeated viewing with less interruptions, delivering an enhanced viewer experience.

Using a custom branded “bumper”, personalised through insights and addressability powered by 7REDiQ, 7Impact informs users who have watched two consecutive episodes of the same show in a row that there will be reduced ad breaks during the next episodes, thanks to the advertiser’s sponsorship. From three episodes on, the sponsor has complete ownership of ad breaks with its custom bumper and brand TV commercial.

7Impact is the next step in our mission to create rich and engaging ad experiences that put the viewer first. 

By seamlessly integrating creative and contextual brand messages in a way that engages the viewer by rewarding their behaviour, we can create meaningful relationships between brands and their audiences that deliver proven results. Better still, the exclusive 7Impact sponsorship enables brands to cut through the clutter and engage audiences.

This is the latest step in our E.A.V.E initiative, which is designed to deliver creative and engaging solutions to advertisers while improving the experience of our digital offering.  

Nicole Bence, Seven West Media Network Digital Sales Director

7Impact has been launched in partnership with MediaCom and eBay, which has signed as launch partner. 

As Australia’s number one shopping site, we understand the importance of a clean and simple user experience. We’re excited to partner with Seven to launch 7Impact, enabling us to more effectively engage with viewers as they stream their favourite content.

Rebecca Newton, Acting Head of Marketing at eBay Australia

MediaCom is delighted to be partnering with eBay and Seven with the launch of 7Impact. This is an innovative way for Seven to deliver a superior experience for their audiences and, as a result, purposefully aim to drive better results for the brand associated. For us and eBay, it is a great way to continue our test and learn principles as audience viewing habits evolve and the content delivery methods continues to optimise to better meet their needs.

Minsun Collier, MediaCom Head of Digital

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 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

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
Seven West Media and Taboola

SWM and Taboola strike multi-year partnership deal

By SEVEN, Seven West Media

Seven West Media (ASX: SWM) today announced that it had signed an innovative, multi-year partnership with Taboola, the world’s leading content discovery tool, to enhance activation opportunities across SWM’s digital platforms.

Integrated across all SWM’s relevant cross-platform assets, including 7NEWS.com.au, The West Australian, PerthNow and numerous regional titles, the partnership will drive the activation of a raft of different content experiences, capabilities and insight tools. As a result, it allows SWM to maximise traffic, grow subscribers and increase audience engagement across the network.

At this heart of the partnership is 7NEWS.com.au, which will be championing Taboola’s content discovery platform. To respond to 7NEWS.com.au’s growing desire for better content personalisation, as well as the prioritisation of user experience, the partnership will also incorporate the “Taboola Feed” product. This is a vertical-scrolling feed that enables users to access more of the content they love, such as feature articles or in-feed video. This experience mirrors how users consume content across social networks, encouraging them to stay on site longer by delivering a more relevant feed, better reflecting what the individual is interested in and ensuring users can find more of what they love on 7NEWS.com.au.

SWM will also showcase “Taboola Newsroom” as part of the partnership. This provides SWM’s news editorial teams with unrivalled and actionable real-time data about content performance, as well as unique insights on trending topics from Taboola’s publisher network. Taboola’s “Audience Exchange” will round out the suite of services, offering an infrastructure that helps publishers manage and optimise the flow of traffic across their network of sister and partner sites.

We’re thrilled to announce our strategic partnership with Taboola, strengthening our digital portfolio and offering in market. Taboola’s discovery platform will be a headline feature as we expand our presence in the delivery of branded content. With 7RED’s recent expansion into short form and native content production fueled by insights from 7REDiQ, we are now creating more content than ever before. This partnership not only helps us scale our production capabilities and delivery across all screens and devices but will create necessary efficiencies through the addition of Taboola’s actionable data and smart insights into our eco-system.

Nicole Bence, SWM Digital Network Sales Director

We are excited to partner with a powerful media group like SWM, and work together to drive engagement, revenue, and audience growth across all of the various digital properties. There is a massive opportunity for premium publishers and content creators to engage with audiences in a way that is deeply personal and creates long-term digital relationships that are based on value and trust. We are looking forward to collaborating on the journey with SWM and power those ‘moments of next’ where users are open to discover things they may like and never knew existed.

Adam Singolda, CEO and Founder at Taboola
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