Seven launches new brand sponsorship platform 7Impact
Seven West Media (SWM) has revealed 7Impact, the latest sponsorship opportunity as part of its Enhanced Advertiser and Viewer Experience (E.A.V.E).
7Impact will offer brands the ability to own a single program in the extensive range of first run and library content on the 7Plus platform. With exclusive sponsorship, repeated viewing is rewarded with less interruptions for viewers.
The launch of 7Impact sees MediaCom and eBay signing on as launch partners.
SWM network digital sales director, Nicole Bence, said: “7Impact is the next step in our mission to create rich and engaging ad experiences that put the viewer first.
“By seamlessly integrating creative and contextual brand messages in a way that engages the viewer by rewarding their behaviour, we can create meaningful relationships between brands and their audiences that deliver proven results. Better still, the exclusive 7Impact sponsorship enables brands to cut through the clutter and engage audiences.”
The 7plus line up for summer will include new collections of content.
Bence was hired by SWM in February 2020 as network digital sales director, formerly commercial team leader at Pacific Magazines.
7Impact will inform users who have watched consecutive episodes of the same show in a row that reduced ad breaks will occur in the following episodes, thanks to the advertiser’s sponsorship.
From three episodes onwards, the sponsor has complete ownership of the ad breaks with a “custom bumper and brand TV commercial,” according to the release. The custom branded “bumpers” are personalised through insights and addressability, powered by 7REDiQ.
SWM launched customer data platform 7REDiQ in August 2020, in partnership with TEG Analytics.
Acting head of marketing at eBay Australia, Rebecca Newton, commented: “As Australia’s number one shopping site, we understand the importance of a clean and simple user experience. We’re excited to partner with Seven to launch 7Impact, enabling us to more effectively engage with viewers as they stream their favourite content”.
MediaCom head of digital, Minsun Collier, said: “MediaCom is delighted to be partnering with eBay and Seven with the launch of 7Impact. This is an innovative way for Seven to deliver a superior experience for their audiences and, as a result, purposefully aim to drive better results for the brand associated. For us and eBay, it is a great way to continue our test and learn principles as audience viewing habits evolve and the content delivery methods continues to optimise to better meet their needs.”
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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