Seven adds Flybuys data for 7plus

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 19 April 2021
Kurt Burnette

Seven West Media has partnered with Unpacked by Flybuys, the data division of the popular loyalty program.

As part of the tie-up, Flybuys’ aggregated audience segments will connect with 7plus’ connected TV audiences. Seven says it marks the first time targeting will be possible across connected TV.

The partnership will give 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 six million unique first-party audience identifiers, SWM-iDs, with the data of more than eight 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,” says Seven West Media chief revenue officer Kurt Burnette.

“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.”

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