Seven announces new buying platform and contextual ad placement service as it promises a ‘content-led growth strategy’

CODE 7, a “seamless buying and real-time reporting” platform, and 7CAP, “Australia’s first Contextual Ad Placement” platform are the two big commercial announcements to be revealed at Seven’s upfronts, as the media business champions a content-led growth strategy and gears up for Tokyo 2020.

The network is planning to reach 21m people with the broadcast of the Olympic and Paralympic games, and 5m on 7Plus, making it the “biggest digital event ever”. Combined with the proposed Prime merger, which is still subject to approvals, Seven is claiming in 2020 it will be the leading premium broadcast video and news network in the country.

Seven is promising huge reach in 2020

CODE 7 will provide buyers with an easy and seamless portal to access a guaranteed audience for broadcast and digital, removing the potential of makegoods, and guaranteeing return on investment for advertisers. The platform follows on the back of similar offerings at Nine and Ten, and leads into the launch of VOZ and cross-screen trading.

7CAP follows a partnership between the network and Amazon Web Services, which will use artificial intelligence and machine learning to analyse and code all Seven programming, identifying objects, environments and mood states within the content, giving brands a selection of options to align with. The network claims 7CAP will double ad recall and significantly boost brand awareness.

Seven’s network sales director, Natalie Harvey, said CODE 7 is a game changer.

“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,” said Harvey.

“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.”

CODE7 is being championed as a ‘game changer’ for buyers [Click to enlarge]

“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. 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,” said Burnette.

“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.”

Seven also used the upfronts to further the championing of its Olympics coverage, promising the coverage, which will broadcast across both Seven and 7Two and on 35 streams with captioning in multiple languages, will “leave a legacy on the business for years to come”. New ad formats will be rolled out, alongside member benefits, personalisation algorithms and enhanced content discovery.

Seven is preparing for the launch of VOZ with CODE7 and its buying partners [Click to enlarge]

“We’re really, really, really excited as sponsors and partners of the Australian Olympic Committee and the Paralympic Committee, to be partnering again with Seven and their planned broadcast of Tokyo 2020. The only thing Australians are going to be watching through July and August is Channel Seven,” said Hopkins.

Seven also announced a new, exclusive partnership with Carsguide which will leverage data from both it and Seven, enabling the network to better reach auto intenders and provide new marketing solutions for brands.

James Bayes, Seven network digital sales director said: “This new and exclusive partnership will transform the way our automotive, finance and insurance partners work with us in 2020.

“Seven and Carsguide will work alongside each other in market, co-creating and sharing content and jointly developing solutions that drive outcomes for our partners across our combined assets. From tomorrow, Seven will be the only broadcast partner on which you can activate Carsguide and Autotrader data, helping deliver the future of addressable TV with powerful intent based data. Working together we’ll be uniquely positioned to deliver full funnel solutions that engage active auto intenders right the way through their purchase journey.”


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