Seven launches interactive ad format, 7Interactive

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 24 August 2021

Seven West Media has partnered with BrightLine to launch an interactive connective TV ad format. 

7Interactive allows viewers to explore advertisers’ branded content through their remote control or video game controller while watching 7plus. 

The “Australian-first” offering allows viewers to explore more content from a brand or find out more about an on-screen product or service. 

The new product is the latest addition to Seven’s Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative.

“Our collaboration with BrightLine transforms advertising into a dynamic, full-screen immersive experience that drives deep engagement with brand content and lifts brand consideration and purchase intent,” says Seven West Media network digital sales director Nicole Bence.

“It gives marketers an easy way to weave new and existing assets into rich, dynamic ads to maximise engagement through connected TVs.”

“E.A.V.E. is at the core of our approach to innovative ad experiences that make advertising more enjoyable, engaging and brings brands to life through interactive storytelling. 7interactive takes personalisation to the next time in a one-stop solution that lets viewers click ‘OK’ on their remotes to access premium content relevant to them.”

Connected TV viewing now accounts for more than 70% of the content watched on 7plus. 7plus now has more than 9.2 million registered users, up 44% since before the Olympic Games Tokyo 2020.

“Partnering with Seven West Media marks a first for BrightLine in extending the standard-setting interactive and dynamic ads we bring to the TV screen in the US to Australia,” says BrightLine CEO Jacqueline Corbelli.

“Surging connected TV viewer adoption and brands’ demand for new ways to engage audiences has become a global phenomenon. This is the right partnership at the right time, and we’re thrilled to be a part of it.”

7Interactive follows the launch of 7ACT in April. 7ACT allows advertisers to dynamically insert QR codes into video assets, enabling marketers and content creators to showcase specific products, offer relevant information and provide contextual shopping opportunities.

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