Seven makes big data and tech bets for media buying and audience enhancement

The Seven Network is promising a next generation of targeted and converged audience media buying off the back of a transformation of its media trading platform.

The ASX-listed media company has partnered up with Salesforce to overhaul its media trading platform, Code 7, a move aimed at lifting capabilities of the digital and broadcast converged platform to incorporate both the VOZ total audience measurement system for TV, as well as Seven’s own 7RediQ audience intelligence solution.

The new tech partnership, which Seven proclaimed as its biggest tech transformation to date, was announced during the media giant’s 2022 Upfront event this week. According to the company, Salesforce CRM as well as the order management system from Salesforce Media Cloud will help boost marketers’ ability to trade Seven, 7plus and other platforms with a more dynamic and converged television buying solution, dubbed Code 7+ across broadcast and digital platforms.

The timeframe of the rollout hasn’t yet been confirmed but it is expected during 2022.

Seven West Media chief revenue officer, Kurt Burnette, described Code 7+ as “an absolute game changer that will revolutionise TV trading in Australia” and make it easier and more effective to target addressable audiences.

“This technology will digitally transform our processes and fuel the accelerated growth of cross-screen trading,” he said. “Our evolved platform will create a foundation for future technology evolution and allow us to consolidate our customer data and aggregate client insights and information.

“The integration of VOZ total audience data will be a huge boost for marketers looking to reach large and engaged audiences in Seven’s powerhouse content, as well as identify and reach shifting consumers as they move across broadcast and digital.”

VOZ, or the Virtual Australia (VOZ) database, is a combined linear and online TV database integrating both traditional TV set and connected device viewing data into one cloud-based database for improving audience insights and targeting.

Seven’s RediQ audience intelligence platform, meanwhile, debuted in 2020 and combines the media group’s first-party data offering with insights gleaned from second-party data partnerships such as that with Unpacked by flybuys and TEG Analytics, for audience targeting and measurement.

As part of this week’s announcements, Seven confirmed it had inked new data-sharing partnerships with Car Experts, Equifax, Cricket Australia and Supercars, to augment its 7REDiQ audience insights. Equifax will provide more financial data-driven insights, while Car Experts delivers insights into intent around car purchasing.

With Cricket Australia and Supercars, Seven said it plans to deliver insights to help them better understand how fans engage with both sports. In return, Seven can then offer more accurate fan insights, team-level attribution and event audience summaries for brands and broadcast sponsors.

Audience enhancements and rewards

A raft of audience enhancements, again harnessing data and technology, also took centre stage during Upfront.

One of the most notable were plans to integrate two new products, 7Shop and Rewards, into the 7REDiQ solution. 7Shop allows consumers to buy on-screen products while streaming TV programs on 7plus. This is achieved using AI technology and content recognition software housed in Seven’s 7Cap contextual ad placement product, which identifies and tags products in popular programs.

“As we continue to invest in our technology, data and innovative commerce offerings, 7Shop is the natural next step in Seven’s Enhanced Advertiser and Viewer Experience [EAVE] initiative,” Burnette said.

Rewards are also on the cards for audiences. Seven has struck a partnership with The Entertainment Group, best known for its Entertainment Book, to create a new rewards program. 7Rewards is aimed at generating fresh brand opportunities with Seven’s audiences through 7plus.

Personalised offers will include dining, travel and activities, which can be redeemed on the spot or saved and used later. Seven plans to also leverage data and insights from 7REDiQ to create customised ad experiences for 7Rewards.

Finally, Seven announced fresh BVOD enhancements are on their way, including video and audio quality improvements, more personalised layouts and content selections for users and additional virtual channels.

New virtual channels will arrive on the platform in 2022, letting viewers better connect with their next favourite show. Seven claimed it’s the first broadcaster in Asia-Pacific to adopt a new technology enabling 7plus to dynamically mine the group’s cloud-based program catalogue to generate virtual, live-streaming pop-up channels.

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