Seven launches shoppable ad experience 7ACT
Seven West Media (SWM) has announced a partnership with Kerv Interactive, to deliver a shoppable ad experience, 7ACT.
The product will enable advertisers to have even greater access to consumers, inserting QR codes into video assets, enabling brands and content to showcase products and other relevant information in programs and ads.
7ACT is launching with a programmatic-first partnership with Matterkind and Initiative, to develop a new campaign for Officeworks.
Nicole Bence, digital sales director at SWM
Officeworks will use 7ACT as part of its new “Mind Grown” campaign, in a partnership that sets the standard for future on-screen ad experiences. The campaign looks to provide children with new avenues to grow and learn through a range of learning experiences.
Nicole Bence, SWM’s network digital sales director said: “Our mission with premium ad experiences such as 7ACT is to make advertising more enjoyable, more engaging and more relevant through personalisation.”
This launch comes in the lead up to Seven’s coverage of the rescheduled Tokyo Olympics, set to be broadcast between 23 July – 8 August, the broadcaster looking to attract eight million viewers to 7Plus during this period.
The majority of Seven’s coverage of the Olympics will be broadcast on 7Plus, its BVOD service, with 2 linear channels and over 30 streams on the service.
SWM first announced its plans for a long term shoppable commerce solution for audiences last year which would allow “consumers to act and move from inspiration to transaction,” said Gereurd Roberts, SWM’s chief digital officer.
Seven also announced yesterday its partnership with Flybuys, allowing aggregated online segments across the Connected TV service 7Plus for the first time.
Matterkind national head of partnerships & strategic investments, Flaminia Sapori, said: “We are extremely excited to be part of this launch with Seven West Media, who have been leading the market through their programmatic-first approach in the BVOD space. This approach allows Matterkind to trade easily on a diverse variety of advertising products and innovative solutions for our agencies and brands.
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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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