Seven Network establishes new ‘Advanced Advertising’ team
The Seven Network has announced the launch of its new ‘Advanced Advertising’ division to lead Phoenix, the station’s new total TV trading system.
Phoenix allows brands to invest across Seven and 7plus in the capital cities, regional Australia, and digital, through one system – with the introduction of dynamic trading for regional markets.
Alex Tansley has been appointed head of advanced advertising. Tansley was previously Seven’s head of converged audience trading, responsible for developing and delivering Seven’s strategy across converged total TV audience trading solutions.
Liz Beverley is campaign delivery and optimisation manager, joining Seven after 14 years at ACN/Foxtel Media, where she worked across various departments including sales, training and development, and ad operations.
Matt Murphy has been appointed to the Advanced Advertising division as audience predictions manager, responsible for driving advanced audience forecasting models across all of Seven’s content and inventory. He was previously a senior insights analyst.
Seven West Media chief revenue officer, Kurt Burnette, said: “Phoenix and the Advanced Advertising team will provide new ways of buying total TV and deliver a guaranteed, seamless and effective audience delivery as measured by VOZ, along with attribution tools and data enrichment direct from 7REDIQ, which incorporates the customer data platform for over 13.5 million registered 7plus users.
“In the increasingly complex world of media fragmentation and trading, Phoenix is simple and powerful.”
Tansley (pictured above) said of the new division he’ll be heading up: “With Phoenix, Seven is creating the future of total TV audience trading in Australia, underpinned by world-leading technology.
“The Advanced Advertising team will place the client at the forefront of everything we do, ensuring more effective and efficient outcomes across all campaigns.”
Burnette added: “As the market rapidly evolves to total TV and video trading across screens and recognises its clear benefits, the demand from the market and the technology and capability that Seven is building has exponentially increased.
“Phoenix will be an absolute game changer for marketers and media agencies – and the new Advanced Advertising team will be at the forefront of its rollout and implementation.
“Phoenix will use inventory optimisation and AI audience prediction engines to deliver guaranteed outcomes – every channel, every zone, every market, separate or converged, however our customers choose to engage.
“It means clients will be able to do more with their budgets and reach more people, more efficiently and effectively, with even more accountability.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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