Seven West Media has partnered with video technology company KERV Interactive to deliver its shoppable ad offering 7ACT, with Officeworks as its launch advertiser.
The “Australian-first” product allows advertisers to dynamically insert QR codes seamlessly into video assets, enabling brands and content creators to showcase specific products, offer relevant information and provide contextual shopping opportunities.
7ACT, an addition to Seven's Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative, launches with a programmatic-first partnership with key agency partners Matterkind and Initiative, developing an all-new campaign for Officeworks.
Officeworks is using 7ACT as part of its “Mind Grown” campaign, providing children with new avenues to grow and learn through a range of learning resources.
“Our mission with premium ad experiences such as 7ACT is to make advertising more enjoyable, more engaging and more relevant through personalisation,” says Seven West Media network digital sales director Nicole Bence.
“E.A.V.E. is central to our approach to innovation, creating ad experiences that are unique, customised and bring brands to life through interactive storytelling. We believe that by delivering valuable ad experiences to our viewers, they will be more loyal to our platforms, more engaged with our content and therefore much more responsive to brand messages from advertisers.”
The QR code response process on 7ACT is unique to KERV and allows information and shopability to dynamically shift where the mobile destination is directed, based on the KERV object-level AI.
“We are extremely excited to be part of this launch with Seven West Media, who have been leading the market through their programmatic-first approach in the BVOD space,” says Matterkind national head of partnerships and strategic investments Flaminia Sapori.
“This approach allows Matterkind to trade easily on a diverse variety of advertising products and innovative solutions for our agencies and brands.
“Ad product innovations like 7ACT represent a huge step forward for brands, leveraging high-impact and immersive formats to expand their addressable footprint. Most importantly, 7ACT’s use of QR codes enables accurate measurement of success across Connected Television, far beyond standard brand metrics.”
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