Seven signs with Salesforce for Media Cloud, updates Code 7

Seven West Media has signed-up with Salesforce to implement the Salesforce CRM and Salesforce Media Cloud for ad trading across the Seven Network and other platforms.

Chief revenue officer, Kurt Burnette, said Seven West Media had done an extensive Request For Proposal, and had chosen Salesforce, on the basis it had “delivered in other parts of the world”.

“This is the first of many announcements,” said Burnette, who added that other technology partners were in the pipeline, but that Seven was more focused on the outcomes, “rather than the partner”.

During the Upfronts, Burnette said the company was investing $40 million in new technology to improve the service offering.

Rival network Nine’s Audience Match is also to be integrated with Salesforce in early 2022, as a result of a new partnership that will allow Salesforce clients to match and activate customer data to Nine’s signed-in users.

As part of the of the transition Seven will be evolving its audience automation solution, Code 7, with the launch of Code 7+, a digital and broadcast converged media trading platform, leveraging the CRM technology from Salesforce.

Code 7+ will integrate the new industry total audience measurement VOZ, along with Seven’s audience intelligence platform 7REDiQ, to provide more in-depth targeting and data capability.

“The benefit for our customers is faster, effective dynamic trading,” said Burnette. “Not just for now, but for the future as well.”

“Code 7+ audience trading across broadcast and digital, is what our clients are moving towards, and how we identify an audience, and a segment and how we get there faster.

“If you want to brief in a campaign, it is a guaranteed audience proposition. Guaranteed to deliver audience across broadcast, digital and BVOD, metro and regional.”

Burnette added that while it was early stages of adaptation for Code 7 the market is starting to want more automation. “We are right at the bleeding edge, the briefings as they come in for next year are asking for more of this engagement,” he said.

“I would like to see 20-30% use by this time next year. Everyone is at different places. Some are very keen, some don’t want to lose that control, if that is what it feels like to them. It will happen more-and-more over the years.”

Code 7+ will be a Seven West Media-wide proposition.


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