Seven West Media (SWM) has partnered with mobile location data platform Landmarks ID to better understand and reach 7Plus users.
The partnership, which began on July 1, allows SWM to integrate its technology directly into its broadcast video-on-demand (BVOD) app, 7Plus, to collect, analyse and provide audience profiles on the app’s users.
SWM says it will gain a better understanding of audiences’ “real world” behaviours, brand affinities and where they spend their time, allowing the broadcaster to do things such as target in-market purchase intenders and reach audiences who visit their competitors' locations.
“Our ongoing desire to understand our audiences’ behaviour both online and offline enables us to make smarter programming decisions, deliver deeper strategic insights and better experiences for both audiences and brands,” says SWM’s director of audience intelligence Andrew Brain.
“Our new partnership with Landmarks ID demonstrates our commitment to audience intelligence.
“It’s the first of many affiliations within our ecosystem that seek to ensure our key partners are able to better plan, buy and measure our high value audiences with precision, delivering proven results.”
SWM has created a point of interest network which includes all key advertisers’ locations or points of distribution via use of a ‘geo-fence’ network. These also include significant landmarks like sports stadiums, train stations, airports and shopping centres.
Seven has been recently growing its BVOD audience with the reality TV show Big Brother giving the platform a boost. Last week Seven claimed the biggest share, at 49.2%, of the commercial FTA BVOD space.
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