Seven set to be first to market with addressable advertising

Seven will be the first Australian television network to offer addressable advertising to viewers streaming its broadcasts and catchup content.

Today’s Australian Financial Review reports that Seven will make the announcement at its annual upfronts presentation in Melbourne on Friday, while The Australian today reveals that Foxtel has signed a deal with a technology provider which will allow it to offer a similar product in the future.

Addressable advertising allows ads in TV shows to be targeted based on the demographics of the household, rather than based on the content of the show. In theory it would mean, for instance, that dog-owning and cat-owning households could be shown different pet food commercials while watching the same show.

The technology only applies to streamed video, rather than traditional broadcast.

According to the AFR, Seven will begin offering the service almost immediately, with the Rugby League World Cup which kicks off in Melbourne on Friday night.

However, it is unclear how much detailed data will be available to advertisers wanting to accurately target the Seven’s streaming viewers, who have not so far been asked to register for Seven’s streaming service Plus7. However, users of one-off streaming offerings such as Seven’s tennis content have previously asked for details in order to register.

Plus7 falls under Seven’s Yahoo7 joint venture. In  June, Seven signed a new deal which will allow to launch its own standalone video service. The AFR reports today it will be called 7plus.

Nine has been asking its viewers to register for its 9now service and claims to have 4.5m registered users since launching in February last year. This information will underpin Nine’s own automated buying and selling platform 9Galaxy, which will eventually include addressable advertising as part of its wider automated offering.

Today’s article in the Australian hints that Foxtel may be some way behind its terrestrial rivals, with the announcement only covering the signing of an agreement with a supplier, US technology company Invidi. According to the article, Foxtel will initially only use the technology “to hone promos and commercials for programming”. Invidi is partly owned by WPP.


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