Seven and Group M launch ‘freeze frame’ ad test with Westpac, say it will be available for Olympics partners in April
In partnership with Group M, Seven has launched a test of ‘Freeze Frame’, an ad experience activated when a viewer pauses a program on the network’s broadcast video on demand (BVOD) service, 7Plus.
Launching yesterday, 8 March, Seven said the test will be exclusively available from April for Olympic partners and sponsors during the Tokyo 2020 games. It’s in doubt whether the Olympics will go ahead at all though, given the ongoing impacts of the coronavirus outbreak. Yet while major events like SXSW, Google I/O, and Facebook F8 have been cancelled, Seven’s CEO James Warburton has remained confident that Tokyo 2020 will go ahead.
An example of the Westpac ‘Freeze Frame’ test
Westpac is the first brand featured in what Seven dubbed a “non-intrusive, user-initiated” ad experience that appears across connected TVs and online.
“We’re delighted to work with GroupM and Westpac on this innovative new ad unit. Freeze Frame takes advantage of a natural, user-determined break to deliver relevant messaging to viewers,” said Nicole Bence, who was named Seven’s digital sales director last month after previously leading Pacific Magazines’ commercial team.
“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.”
The test is an Australian-first, and follows 7Cap, the network’s contextual ad placement product which was released last year.
“It is exciting to see so much innovation coming out of the Seven Network as they continue to balance the best for the viewer with user experience and best for advertisers with high impact opportunities,” added Group M’s Venessa Hunt, who was promoted to chief digital strategy officer last month.
“The new freeze frame format gives an interactive brand canvas on the largest screen in the household, the connected TV, whilst ensuring it is unmissable between interacting with broadcast content.
“It is also great to see Westpac taking full advantage of first to market opportunities and embracing the convergence of online and offline media.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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