Upfronts: Seven introduces new media buying capabilities

Josh McDonnell
By Josh McDonnell | 23 October 2019
Kurt Burnette

Seven, as part of a strategy to better deliver for client partners, has introduced two media buying platforms that will provide stronger advertising opportunities in 2020.

Along with Seven’s 2020 content slate, CODE 7 was revealed. Described as Seven’s "easy, one place to buy solution", the offering uses a combination of technology, process and people to provide guaranteed audience delivery for broadcast (metro and regional) and digital.

Committing to no makegoods and guaranteed audience, Seven says CODE 7 will deliver increased effectiveness for its partners and make the business the "easiest network to partner with".

CODE 7 will be seamlessly integrated into the future industry demand side platform, announced last week at Nine's Upfronts event, for cross screen trading and VOZ.

“CODE 7 changes the game for our partners. For the first time, one seamless solution will allow them to buy exactly what they want, where they want, when they want. Across broadcast and BVOD on 7plus, it couldn’t be easier to reach the largest and most influential audience in Australia," Seven network sales director Natalie Harvey says.

“Of course, CODE 7 is built for the future. It will smoothly integrate with VOZ and the future industry platform for cross screen trading. We can’t wait for our partners to start taking advantage of the power of CODE 7.”

Alongside CODE 7 will be 7CAP, touted by the network as Australia’s first Contextual Ad Placement service for broadcast television.

By partnering with Amazon Web Services, artificial intelligence and machine learning is used to analyse and code all Seven programming - identifying objects, environments and mood states within the content which brands can choose to align with.

7CAP’s data driven approach to contextual ad placement within broadcast ensures brands can be aligned to "moments of greatest relevance" that maximise impact, cut through and ROI.

According to Seven, ad recall will be doubled and brand awareness is significantly boosted when using the platform.

“We will continue to challenge ourselves and our focus on innovation is going to be key in how we extract the greatest value from our larger audience across Australia to then delight our partners," Seven chief revenue officer Kurt Burnette says.

"7CAP not only provides a better viewing experience through contextual relevancy, it also provides our partners with a brand new way of targeting our audience to connect with their relevant customers based on the latest technology.

“Our early trials indicate doubling of brand awareness, higher engagement rates and brand recall for our advertisers, however, more importantly – we have seen our viewers lean in more to the ads we are serving.”

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