Southern Cross Media, post the marriage of Seven West and SCA, has closed its first multi-platform advertising deals, bringing together TV and audio.
“We've already had some early wins,” CEO Rohan Lund told analysts when briefing the company’s full year results.
A health insurer ran promotions across Triple M and Seven's AFL properties, a $1.2 million campaign.
And a bank extended its customer outreach with a joint Seven Sunrise and digital audio campaign via LISTNR, which was a $1.4 million campaign.
“We're embedding our total TV and total audio propositions with digital at the core and building on our digital publishing offers, turning our first-party data into a real product, and converting advertisers who work with just one of our platforms today into multi-platform partners,” said Lund.
“This also means capturing the full value of our content from platforms.”
Lund said 90% of the company’s advertisers say they are likely to plan campaigns using both audio and TV in the next six months.
However, 25% don't feel confident planning, running, or measuring cross-media campaigns, and 40% feel overwhelmed by the number of platforms available right now.
Only 14% of advertisers buy from both Seven and Southern Cross.
“That's the opportunity ahead of us,” he said.
He said Southern Cross’s combined portfolio delivers high intent, high value audiences for advertisers, backed by first party data and digital sales technology.
“Our strategy is simple: we connect Australians with what matters to them. That means playing to our strengths in appointment viewing,” he said.
“We create moments that capture maximum attention and rituals that keep audiences coming back.
“We meet our audiences where they are, we meet our advertisers where they are, and we reimagine the way we work to be more efficient in how we do that. Our brands are trusted, live and local.”
Slides from Southern Cross's full year results briefing:
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