Seven has partnered with GroupM to launch a test of Freeze Frame on 7Plus.
The tool allows brands to advertise when viewers hit pause on its broadcast video-on-demand (BVOD) platform 7Plus.
Freeze Frame is a first in Australia, with Westpac onboard for the trial, and works across connected TVs and the web.
“Freeze Frame takes advantage of a natural, user-determined break to deliver relevant messaging to viewers,” says Seven digital sales director Nicole Bence.
“Freeze Frame is yet another example of Seven’s continual innovation, focussed on enhancing the viewing experience with relevant and contextual messaging at the right moment, which results in delivering the best outcomes for our clients.”
BVOD has been growing in Australia, up 43% a year from 2018. Advertising on the platform has also increased, expected to grow 28% from 2019-2023 to $441 million, according to PwC.
“The new freeze frame format gives an interactive brand canvas on the largest screen in the household, the connected TV, while ensuring it is unmissable between interacting with broadcast content,” says GroupM chief digital strategy officer at GroupM.
“It is also great to see Westpac taking full advantage of first to market opportunities and embracing the convergence of online and offline media.”
Seven is making the Freeze Frame tool available to the market in April, and it will be exclusively offered to Olympic partners and sponsors during the Games.
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