Seven helps industry navigate total TV and launches video content series, ConvergED

The Seven Network, whose parent company SWM released yesterday its group earnings for FY ending 25 June 2022, has today released its new, free educational content series to equip marketers and agencies with the skills to confidently navigate the new total TV landscape across linear broadcast and broadcast-video-on-demand (BVOD).

The three-part convergED video series has been created to fill a knowledge gap in the industry on how brands can benefit from convergED media planning and campaign tracking.

Presented by Seven’s head of ConvergED audience trading, Alex Tansley, the educational content aims to accelerate the growth of cross-screen trading in Australia to free up time for agencies to focus on strategic initiatives and create better outcomes for their clients.

Released today, Part One of the ConvergED series introduces total TV and focuses on the evolution of viewer behaviour and video consumption, looking at how audiences expect to discover, access, and consume premium video content that meets their personal interests.

Younger demographics (Gen Z and Millennials) are consuming more video content than any other demographics in history, as they continue to drive the way in which the market functions.

Tansley told Mumbrella: “We are seeing generational differences have a significant impact on the video market, with digital native generations shaping the way that digital video has integrated into the video market over time and blurred the lines between traditional and new media. Viewers are in complete control of how the video market functions and now expect a seamless end-to-end process in terms of discovering, accessing, and consuming premium video content that meets their own personal interests.

“For Seven, our evolution has been focused on meeting this changing viewer demands, as we have evolved from a single linear broadcast channel to four, and the launch and continued expansion of 7Plus. Viewers now have access to over 15,000 hours of premium, brand-safe broadcast quality content available at any time and on any device, complimenting the live linear broadcasts.”

He added: “Connected TV penetration continues to grow, as does NBN connectivity, as key facilitators of the modern viewing experience.”

The video also investigates the growth of Connected TV viewing and the critical changes VOZ will bring to Australia’s total TV industry and evolving advertising model.

“VOZ is a key development for the total TV industry, allowing us to gain a deeper understanding of our audiences and how they function within this modern context,” said Tansley.”VOZ is the biggest measurement development we have had in over 20 years, allowing for true cross-screen planning and measurement across linear broadcast and BVOD platforms, as well as providing a truly national picture of Total TV consumption. VOZ is a key enabler for broadcasters to change the way in which the advertising model evolves to ensure that it matches the already convergED experience of viewers.”

Part Two of ConvergED, to be released on Wednesday 31 August, shares key insights on how brands can benefit from convergED trading across national linear broadcast and BVOD audiences. The video will demonstrate how a convergED approach unlocks consistent, incremental audience reach to deliver better ROI and key outcomes for advertisers.

Part Three, to be released on Wednesday 14 September, demonstrates the tangible ways total TV campaigns can be planned, bought, and measured in the modern video market.

Tansley said: “ConvergED TV trading is a game changer for our industry and our new convergED video series is a direct response to market feedback around a knowledge and education gap across our industry in navigating the new total TV landscape.

“As Australia’s leading commercial premium broadcast, video, and news network, Seven understands how convergED buying offers a more effective, faster, and easier way for advertisers to build brands with reach, impact, and relevance across metropolitan TV, regional TV, and digital markets, and we are committed to enhanced advertising and viewer experiences of, to which convergED total TV is a key.

“We are excited to share and accelerate the total TV opportunity for agencies and marketers, as we collectively evolve the way television is planned, bought, and measured,” he said.


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