Seven West Media signs with new mobile location data partner

Seven West Media has signed a partnership with Australian mobile location intelligence platform Landmarks ID, forging a relationship which will integrate with the 7Plus app to provide audience profiles.

The new deal, effective this month, enhances Seven’s audience intelligence offering and will provide data based on real-world consumer movement from the app’s audience base.

Landmarks ID’s data will allow Seven to understand the 7Plus audiences’ behaviours, brand affinities and where they spend their time, based on real-world consumer movement data from the app, the network said.

Seven’s director of audience intelligence, Andrew Brain, said the partnership is a first of many for the brands.

“Our ongoing desire to understand our audiences’ behaviour both online and offline enables us to make smarter programming decisions, deliver deeper strategic insights and better experiences for both audiences and brands,” said Brain.

“Our new partnership with Landmarks ID demonstrates our commitment to audience intelligence. It’s the first of many affiliations within our ecosystem that seek to ensure our key partners are able to better plan, buy and measure our high-value audiences with precision, delivering proven results.”

Seven’s point of interest (POI) network includes all key advertisers’ locations or points of distribution via the use of a ‘geo-fence’ network including landmarks like sports stadiums, train stations, airports and shopping centres.

Landmarks ID founder, James Fogelberg said: “Partnering with Seven and powering their real-world audience intelligence will enable advertisers to target 7Plus users based on empirical real-world brand affinities, behaviours, loyalty and more. As an example, advertisers will be able to target in-market purchase intenders and communicate with audiences who visit their competitors’ locations.

“Landmarks ID develops rich first-party customer profiles for clients based on the businesses, locations and brands their customers visit in the real world and engage with on their mobile devices.

“We look forward to delivering rich audience intelligence for Seven West Media and their advertising partners.”


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