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Partnership

Seven announces first David Leckie Seven Scholarship Program recipient

By SEVEN, Seven West Media

Seven West Media is delighted to announce that Madeline McKeown is the recipient of the inaugural David Leckie Seven Scholarship Program.

The annual program was established in September 2021 in memory of former Seven West Media Chief Executive Officer, the late David Leckie.

It was set up in conjunction with Skye Leckie and David and Skye’s sons Harry and Ben, and offers a 12-month scholarship at Seven West Media for a junior graduate with a passion for sales, programming or news.

The applications were judged by Skye, Harry and Ben Leckie and senior Seven West Media executives.

Skye, Harry and Ben Leckie said: “Harry, Ben and I were thrilled to be involved in the selection of the recipient of David’s inaugural scholarship.

“The candidates were outstanding, however, there can only be one recipient. Madeline is a very accomplished young person and we felt that she will really excel in her experience at Seven. The scholarship will cover all facets of a highly successful business and Seven is a fantastic place to work and to learn.

“David’s first love in his life was always TV. He was so passionate about all aspects of it. Davo was a tough taskmaster, from the old school, and if you didn’t ‘stack up’, you knew about it! That made people strive to achieve and improve,” they said.

“We felt in our discussions with Madeline that David would be very pleased to welcome her to his team. We wish her all the best and encourage her to take advantage of everything that is offered by Seven.

“We are so grateful for this legacy to honour David’s life and we look forward to watching Madeline’s success – and we will never forget David’s mantra about his competitors: ‘When they zig, you zag!’.”

David was a wonderful mentor and colleague to many of us at Seven and the David Leckie Seven Scholarship Program is a fitting tribute to his legacy and memory.

Madeline is smart, motivated and keen to learn and grow in the media industry. I know David would have been very impressed by her and would have been a great mentor and support. Like everyone at Seven, I’m very pleased to welcome Madeline and I look forward to seeing her career with us flourish.

James Warburton, Seven West Media Managing Director and Chief Executive Officer

Beyond viewability

By SEVEN

Seven launches major attention study with Amplified Intelligence

The Seven Network today announced it has joined forces with audience measurement company, Amplified Intelligence, to launch a market-leading research project examining consumer attention with television and BVOD content.

The project will measure broadcast content, ads and sponsor content across Seven and 7plus, including The Voice Generations, SAS Australia, the Olympic Winter Games Beijing 2022, the AFL and other key news and entertainment programs.

The two-month long attention data collection is the biggest of its kind in Australia and is part of Seven’s strategic Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative, designed to deepen the way brands and consumers connect with Seven’s major events and premium content across different platforms.

The new research will use Amplified Intelligence’s eye-tracking technology and proprietary machine learning models to measure the attention generated by ads and content across different timeslots, unique ad formats and programs.

As market leaders in attention measurement, we’re thrilled to work with Amplified Intelligence to demonstrate the unrivalled power of television and BVOD to deliver better results for our clients and create new opportunities for brands to harness the strength of Seven.

Seven has the largest combined national audience across broadcast and BVOD in Australia and we know that television is rocket fuel for brands with its unbeatable scale and reach. This research will help our partners understand how to optimise their ad placements to maximise attention and engagement, which leads to better brand recognition, improved sentiment and ultimately action.

Natalie Harvey, Seven West Media Direct of Sales

This ground-breaking, independently-verified study will enable brands to identify the drivers of attention in order to optimise their campaigns and help them connect with their audience on a deeper level.

By measuring consumer attention signals, marketers are able to improve their return on investment while also further enhancing the viewing experience for audiences through impactful storytelling. Viewability is still critical in advertising but to get noticed by highly receptive audiences, it’s time we all measure and prioritise attention.

Charlotte Valente, Seven West Media Chief Marketing Officer

We are excited to work with Seven on our longest ever TV collection over eight weeks of prime-time viewing. We know that the amount of attention an environment generates is consistently linked to various business uplifts. Measuring attention is a vital component in the plan, buy and measure loop. For Seven it offers clear reporting for their sponsors on the performance of campaigns.

Attention has the potential to create a more level playing field from the outset and provide a lens over what value should be assigned to viewing environments beyond the headline price. As a human-centred measure, attention is a naturally resilient future-proofed metric. Measuring how humans respond rather than how advertising is delivered offers a more stable future measurement future for the ecosystem.

Professor Karen Nelson-Field, Amplified Intelligence CEO and Founder

Seven strikes NFL rights deal until 2024

By 7SPORT, SPORT

The Seven Network today announced it has secured the rights as the exclusive Australian free-to-air television broadcaster of the National Football League (NFL) for another three years.

Seven’s highly successful partnership with the NFL started in 2014. Under the new deal, the network’s live and free coverage will continue across the 2022, 2023 and 2024 seasons.

Seven’s broadcast of the NFL on Channel 7, 7mate and 7plus will deliver 50 live NFL games each season including weekly Sunday afternoon games in season (broadcast Monday mornings in Australia), plus all the action from the Playoff and Pro Bowl games and one of the biggest sporting events in the world – the Super Bowl.

Australian fans will also have access to exclusive on-demand shows, replays, highlights and bonus content on 7plus, including the weekly live post-match analysis show, NFL Armchair Experts, hosted by Ben Graham, the first Australian to play in a Super Bowl.

Seven’s coverage of the NFL continues to win fans, with the 2021 NFL Super Bowl capital city television audience up 21% in people 25 to 54 and up 5% in total people on 2020. On 7plus, Seven’s Super Bowl broadcast surged even higher year-on-year, up 40% in total people in 2021 verses 2020.

We’re thrilled that Seven will continue as the free-to-air home of the NFL, which is the biggest sport in the US and loved and followed by many Australians.

Seven’s live and free comprehensive coverage takes viewers inside the action of the current and past seasons, along with exclusive digital content that brings the very best of this incredible sport to fans across Australia.

Lewis Martin, Managing Director Seven Melbourne and Head of Network Sport

As the NFL continues to grow in popularity in Australia, the NFL is thrilled to continue our existing partnership with Seven, extending our long-term relationship to nearly a decade. NFL fans in Australia will continue to enjoy free access to some of the best NFL content, including the Super Bowl.

Faisal Alsabah, Director of International Media at the NFL

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Seven and 7plus rides the wave

By 7SPORT, SPORT

Seven extends partnership with World Surf League

Ride the wave on the Seven Network, with Seven extending its partnership as the free-to-air broadcaster of the World Surf League (WSL) to cover surfing’s biggest and most iconic events.

Following the sport’s triumphant debut at this year’s Olympic Games in Tokyo, all of the WSL’s live contests and highlights shows across the 2022 season will be broadcast across Seven and live-streamed on 7plus, Australia’s #1 commercial free-to-air BVOD platform.

Live coverage on 7plus will include all stops of the world’s premier surfing competition, the WSL Championship Tour, along with the Challenger Series, the Rip Curl WSL Finals and Australian-based Qualifying Series events, while the deal will also see Seven broadcast the Rip Curl WSL Finals on free-to-air television as well as 11 hour-long highlights of Championship Tour events.

Surfing is as entrenched in Australian culture as any sport, so we’re stoked to continue our partnership with the World Surf League. We can’t wait to bring sport fans all the action from the world’s best surfing events, as we follow our surfers to some the most iconic beach destinations in the world, over the next year – all of it live and free on Seven and 7plus, your Home of Sport.”

Lewis Martin, Managing Director Seven Melbourne and Head of Network Sport

The elite shortboard action gets underway on 29 January when the WSL Championship Tour makes its long-awaited return with the men’s and women’s Billabong Pro Pipeline at the fabled Banzai Pipeline in Oahu, Hawaii.

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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 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

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

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
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