Seven Upfront - New shoppable content, rewards program

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 12 October 2021
Credit: Heidi Fin via unsplash

Seven is rolling out new products to bring advertisers closer to its audience through shoppable content and a rewards program.

The network revealed the new offerings at today’s 2022 Upfront presentation.

The first product, 7Shop, allows consumers to instantly buy products they see on screen while streaming content on 7Plus.

7Shop uses AI technology and content recognition software from Seven’s 7CAP contextual ad placement product to identify and tag products in Seven’s most popular programs, allowing people to buy what they see on screen, not just in the supporting commercial content.

Viewers will be notified when they are watching shoppable content, which they can pause and use their mobile device to either view additional branded content or activate a QR code and make a purchase via the vendor’s website.

“As we continue to invest in our technology, data and innovative commerce offerings, 7Shop is the natural next step in Seven’s Enhanced Advertiser and Viewer Experience [E.A.V.E.] initiative,” says Seven West Media chief revenue officer Kurt Burnette.

“The 7Shop innovation will simplify the customer journey and bring brands closer to audiences in contextually relevant programming – influencing consumer behaviour from consideration to immediate action, all while they are watching TV.

“We know Seven viewers are often inspired by and passionate about our content. We can turn that passion into purchase. In doing so, we offer a value exchange for consumers, brand building and sales opportunities for companies, and greater audience engagement for Seven. 7Shop represents a unique full funnel marketing opportunity for buyers to convert millions of Seven viewers into customers.”

For its second product 7Rewards, the network has partnered with technology enabled direct-to-member loyalty platform The Entertainment Group to create a new rewards program.

7Rewards facilitates new brand opportunities and stronger engagement and advocacy with Seven’s audiences by creating an even more rewarding experience within 7Plus. The personalised offers include dining, travel and activities for the family, all of which can be redeemed on the spot or saved and used later.

The program leverages data and insights from 7REDiQ to create unique and customised ad experiences that connect brands more closely with Seven’s audience and will allow marketers to track the end-to-end customer journey and attribution as it happens.

“Building on 7Shop, 7Rewards enhances the viewer experience and will deliver better results for advertisers by allowing users to buy and trial their products on the spot,” says Seven West Media Network digital sales director Nicole Bence.

“7Rewards, combined with the latest technology and data targeting functions from 7REDiQ, creates an incredibly powerful opportunity for brands to cut through and connect with content that moves audiences. The combination of 7Shop and 7Rewards delivers the full circle of attention, action and attribution for brands.

“The recent identifier changes of tech platforms and a cookieless future means it’s critical broadcasters and publishers deliver a value exchange for consumers. 7Rewards does this by connecting high-value audiences with exclusive offers and experiences that deepen a user’s engagement and loyalty. It makes advertising more relevant and, therefore, enjoyable through personalisation.”

Seven has also entered into new strategic data partnerships with Car Expert, Equifax, Cricket Australia and Supercars, which join the 7REDiQ ecosystem.

“Our continued investment in data and dynamic insights gives brands a critical way to understand where their target audiences are and what moves them to action,” says Seven West Media CMO Charlotte Valente.

“Our ‘visualised’ dashboard brings up-to-the-minute audience intelligence to life, helping to make decisions easier for our brands and partners.

“We believe in 7REDiQ’s transparency and its value to enrich other datasets to drive business growth. We believe in making it easy to use and that it should be visual to demonstrate the meaningful full funnel insights for brands, agencies and creatives.

“No walled garden, no black box, no vapourware, no ‘dashboard is coming’ talk. Our data strategy is simple: we show how the Seven audiences intersect with our data partners’ data and prove the connection points. It’s time to remove any doubt.”

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