Seven strengthens 7REDiQ offering with more data and content partners
Seven West Media announced at its upfronts today new data partnerships with Car Expert, Cricket Australia, Equifax and Supercars, adding further capability to its audience intelligence platform 7REDiQ.
Seven’s data partners for 7REDiQ to-date include Flybuys, Carsguide, Weatherzone, LandmarksID, Ticketek and Mastercard.
Seven West Media chief marketing officer, Charlotte Valente, said: “Our continued investment in data and dynamic insights gives brands a critical way to understand where their target audiences are and what moves them to action.
“Our data strategy is simple: we show how the Seven audiences intersect with our data partners’ data and prove the connection points. It’s time to remove any doubt,” she said.
In the case of Car Expert, Cricket Australia and Supercars the partnership will also extend to content being published across Seven’s broadcast, digital and print platforms. In return, Seven will be able to provide more detailed insights, and for sports, team-level attribution and event audience summaries for brands and broadcast sponsors.
Kurt Burnette at the Upfronts today
Car Expert founders Alborz Fallah and Anthony Crawford, were previously heads of rival publication Car Advice, which was taken over by Nine Entertainment Co in 201, after an initial stake in 2016. Nine then merged Car Advice with its automotive offering Drive.
Car Expert was launched in late 2019, as an independent, ad-free, informative experience for car buyers.
According to CarExpert.com.au it had its highest ever website traffic month in September 2021 with over 1.3 million unique Australian visitors, while in the past year, the channel received 24 million views, 144,000 subscribers and 36,000 comments.
As part of its continued development the 7REDiQ platform now includes a “visualised” dashboard with up-to-the-minute audience intelligence, which is accessible only to Seven staff at present, but could in the future be available to external parties via log-in.
“This is an insights as a service model,” said Nicole Bence, Seven West Media network digital sales director. “Our team here internally all have access to the platform so when they are responding to a brief, the strategy team they are using it, when the digital team are looking for segment sizes they are using it, we are looking at insights as a service model.
“At this stage we do not have an external log in, but that is not to say that is not on the table in the future.”
Got a tip?
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.
Linkedin