Seven looks to data and CTV to boost ad revenues in 2021
The Seven Network is gearing up for what will be a year of extra data and more analytics for advertisers in 2021.
“We have accelerated our data road map considerably in the past six months,” said chief revenue officer, Kurt Burnette.
Earlier this year the network launched the customer data platform 7REDiQ, in partnership with TEG Analytics, and according to Burnette, the platform is delivering.
“It informs what is happening on our ecosystem from behaviours to demographics,” he said. “With that information we are able to create segments and specific buying for the advertisers and then activate and report on it.”
The platform is currently not self service for agencies and advertisers, but Burnette said that it would be in the near future, although no time line has been shared.
“We are going through negotiations at the moment, pretty much all of the responses have included an element of 7REDiQ because they [advertisers] want to know and understand the audiences,” he added.
The network will be looking to leverage the data from the Olympics in Tokyo next year in particular, with roughly 4.5 million registered users expected to sign into the network’s broadcast. “That is going to really accelerate the data and information we collect to inform advertising partners,” he said.
The network is also looking to expand ad offerings in 2021, in particular advertiser integration into programs, freeze frames ads and ecommerce links via QR codes.
According to Burnette and network sales director, Natalie Harvey, appetite for advertising inventory in the run up to the end of the year and into Q1 has been very positive.
“When we opened up our Fast Start for 2021, we saw a 25% improvement year-on-year,” said Burnette. “We are seeing a really strong January and February.”
The network is also expecting to see more ad revenue from Connected TV (CTV) in 2021 following phenomenal growth in 2021.
“It currently does not get bought to the same levels as mobile and laptops and other devices… but the technology is starting to come round now. It is a really interesting one to keep an eye on,” explained Harvey.
CTV bookings generally have a cap of one, and are booked as a digital unit, rather than a broadcast unit with extra technology and functionality. “I think it will be a golden year for CTV next year,” said Harvey.
The launch of VOZ is set to bring together measurement for broadcast viewing on TV and CTV, and will improve the effectiveness of planning and buying, added Harvey.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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