Seven to offer CTV targeting with new Flybuys partnership
Seven West Media (SWM) has announced a new partnership with Flybuys that will allow it to offer targeting across Connected TV (CTV) services for marketers for the first time.
The deal with the data division of the loyalty program – Unpacked by Flybuys – will see Flybuys aggregated audience segments connected with CTV audiences using 7Plus.
Specifically, Seven and its strategic data partner TEG Analytics, will connect Seven’s six million unique first-party audience identifiers (SWM-iDs) with the data of more than eight million Flybuys members.
Seven says this capability will give marketers the ability to reach 7Plus audiences with tailored advertising messages based on previous purchases.
Kurt Burnette
SWM chief revenue officer, Kurt Burnette, said 7REDiQ was created “with one simple aim: to bring brands closer to their desired audiences than ever before”.
“Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers.
“Our new partnership with Flybuys means 7REDiQ has taken a giant leap forward to connect deterministic second-party data at an identity level, making it even easier for brands to reach their key audiences across our market-leading content and to achieve stronger results.”
The announcement comes ahead of Seven’s 2021 Tokyo Olympics coverage. In a presentation last week, the broadcaster flagged it would be using its 7REDiQ platform to create a personalised experience for users.
Flybuys chief product officer, Harley Giles, said: “Through this partnership with Seven West Media, we are providing insights into our more than 8 million members’ shopping baskets.
“Unpacked by Flybuys arms brands and media agencies with data, insights and measurement into their audiences based on real-world behaviour and provides unrivalled ROI on marketers spend.”
TEG Analytics GM Andrew Reid, added: “We are thrilled to be able to bring TEGA’s new data partnership with Flybuys to our long-standing partnership with Seven West Media. This is the first time in Australia that a TV network will be able to offer brands FMCG data against connected TV viewing.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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