Seven in 2021: More data, more innovation and more marketing opportunities

Seven West Media is promising more data-driven solutions and audience targeting for brands and marketers in 2021, using its unique first-party audience identifier SWMID.

Together with second-party data partnerships, the media business will be able to offer new audience insights, activation and measurement solution within 7REDiQ, Seven’s new audience intelligence platform.

The 7REDiQ data can be used with Seven’s cross-media unit 7RED, with chief marketing officer Charlotte Valente saying the business is ready to work even closer with brands and marketers across its content.

“Being an audience-centric business means that knowing and understanding our audience is key to our success. It’s already driven big decisions, like acquiring The Voice which builds on Australians’ affinity with live music and entertainment. The fused data inside 7REDiQ was key to establishing that audience understanding,” said Valente.

“Leveraging our first-party data around each consumer, a unique SWMID, combined with what our data partners add, offers an unbeatable starting point for your people-based marketing strategies.

“7REDiQ takes that data and offers brands the ability to target exactly the people they want to reach, along with comprehensive audience forecasts and measurements. Best of all, it’s straightforward for brands to take the insights and knowledge 7REDiQ provides and turn that into an actionable campaign with 7RED.

“Identify, enrich, fuse, activate and measure – one clear pathway to delivering results for your brand. That’s what Seven can offer you.”

Valente says Seven has even more to offer in 2021

Using SWMID, the media company can offer a comprehensive picture of its audience, using a multitude of data points. The data will combine the consumer’s viewing habits with other data, including location, brand affinities, purchase insights, sentiment and more.

The brands Seven has partnered with to strengthen its data offering including TEG Analytics, which will provide data from over 16m active Australian ticket buyers, Landmarks ID, which will map the consumers against 350 of Australia’s top brands’ locations, Cars Guide and Live Ramp’s Authenticated Traffic Solution (ATS) to enable cookieless data collection.

Brands will also be able to use their own data, together with Seven’s own and partner data, through 7REDiQ and activate solutions across 7plus and This Bring Your Own Data allows advertisers to connect Seven’s content with lifestyle trends, sentiment, location and purchase insights says chief revenue officer, Kurt Burnette.

“Data and insights that can be actioned are more important than ever before. For brands to reach their target audiences, it’s crucial that they understand where those audiences are and what drives them,” said Burnette.

“The combination of 7REDiQ, SWMID and our data partnerships, all activated by 7RED across our market-leading content offering, delivers an end-to-end solution for brands to plan, buy and measure their way to successful campaigns.

“We’ve invested in the infrastructure and partnerships to enable brands to reach exactly their target audiences, enhancing their ability to plan their campaigns, buy in line with their goals, and easily quantify their success.”

There’s more to love at Seven in 2021

Seven’s upfronts event saw it champion several of the partnerships it had had with brands across 2020, including work with KFC which ran across Big Brother and a partnership between Youfoodz and Toyota and Farmer Wants a Wife. 7RED was the mastermind behind some of these partnerships, allowing brands to integrate with Seven’s content, which it promises will be even bigger and stronger in 2021.

On top of the work through 7RED and 7REDiQ, Seven is continuing its audience and advertiser innovation in 2021 with the continuation of Seven’s Enhanced Advertiser and Viewer Experience (EAVE), which launched during Big Brother. Seven says brands that leveraged EAVE saw their brand consideration grow by 10% using the ‘de-cluttered advertising environment’ with reduced break length and frequency.

“In 2021 and beyond, our objective is to continually deliver the most positively disruptive schedule of fresh and engaging content, providing the very best experience for our audiences and partners,” said Burnette.

“Being able to act on data and insights is key to the success of our business and the success of brands who partner with us. With 7REDiQ’s data partnerships, brands will know how, where and when to reach their target audiences.

“Brands can now take those insights and with 7RED, execute a campaign that integrates deeply across our broadcast, BVOD and online. It’s an unmatched, end to end offering for brands, and we can’t wait to work with them on it.

“One seamless pathway to success for your brand – all with Seven.”


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