Seven augments second-party data play with Weatherzone
- 27 April, 2021 10:10
The Seven Network has added to its second-party data partnerships, striking a deal with weather information service, Weatherzone, to bring more geospatial insights into its 7RediQ audience intelligence offering.
A week after confirming its latest partnership with flybuys data division, Unpacked by flybuys, the media giant said the latest strategic data partnership would augment the intelligence it can offer advertisers around the 6 million people now registered to use its 7plus streaming service.
Weatherzone joins a list of second-party data alliances including TEG, Carsguide and Mastercard. The deal is supported by location intelligence technology from Australian location intelligence provider, LandmarksID, which Seven struck a deal with in 2020. It’s expected to further audience activation segments, inform creative and contribute to post-campaign attribution reporting.
Seven West Media Network digital sales director, Nicole Bence, said the aim is to further enhance the group’s ability to enrich information about the millions of consumers logged into 7plus. The crossover between both parties is expected to include more than 650,000 consumers.
“As our 7plus audience check the weather on their Weatherzone app, we will capture their location data and build it into 7REDiQ,” she said. “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.
“For marketers, it’s an increasingly powerful and effective ecosystem. With COVID-19 restrictions easing, people are heading out more and therefore checking the weather more, making the timing of this new partnership perfect.”