Seven secures Ticketek partnership in new sports data play

Josh McDonnell
By Josh McDonnell | 18 July 2018
Seven's digital sales director OTT video, James Bayes.

Seven West Media (SWM) has signed a new partnership with TEG Analytics (TEGA) to accelerate its digital audience insights and targeting advertising capability across its OTT platform 7Plus.

TEG owns Ticketek and has its own analytics arm, which has access to data across a variety of sporting, music and other live events.

Combined with SWM’s own data insight from its logged in users across digital, the agreement claims to deliver better insights and targeting capabilities for SWM's brand partners.

SWM digital sales director OTT video James Bayes told AdNews the new deal provides access to TEGA's 12.5 million Australian user IDs and as well as its intent-based sports and entertainment data.

"It effectively allows us to be a lot more intelligent in terms of the audiences that we're targeting to drive better outcomes for our clients," he says.

"With the huge slate of sports content that we have - whether it's AFL, cricket, Wimbledon or spring racing - it's a really important way that we can work with partners and leverage data to engage with sporting audiences and understand their level of association with our broadcast products in a different way."

Bayes says the partnership, the first of its kinds for broadcast and video on demand in Australia, will give brands the opportunity to tap into these insights and target consumers based on sporting and live event interests.

This is not limited to just 'traditional' sporting sponsors he says, highlighting the opportunities for fashion brands when it comes to targeting consumers around spring racing and, on a larger scale, Melbourne Cup.

"We've got a very close relationship with Racing Victoria to broadcast the spring racing carnival.

"Imagine the ability for fashion brands to be able to tap into knowing who is going to attend the races and then to be able to target those sort of messages to people who are planning on attending a race event."

Seven's chief revenue officer Kurt Burnette says the deal feed directly into its live events business, with Seven hosting the X-Games, the global competition for sports including Skateboarding, BMX and Motor Cross, in Sydney this October and further events to take place over the next 18 months.

He says clients under this deal, such as Monster energy drink which in involved in the event, will be able to tap into TEGA and approach consumers with a targeted proposition based on its database.

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