Seven’s sales director: Total TV is the future, but audience simplification does not end there
During the Future of TV Advertising conference in Sydney on Wednesday, Seven West Media’s network sales director, Natalie Harvey explored how a single audience approach can be implemented.
She also discussed the opportunities to use first-party media owner and advertiser data across a multimedia and multichannel portfolio with Total TV at the heart.
“Television is an exciting industry. Television has evolved quite considerably. Speaking from a Seven perspective, only 30% of what’s viewed on 7Plus, is broadcast content, the rest of it is all live content,” she said. “Navigating through our own ecosystems is where advertisers are going to win.”
Natalie Harvey
She added: “They can get insights of our audiences, and how you can follow the audiences as fluidly through our ecosystems as our audiences do. They don’t see a difference between linear and BVOD. The quicker we move to a Total TV way of buying, the more effective results we’ll see for brands”
Harvey explained that Virtual Australia or the ‘VOZ’ database, has significantly changed the way the television industry looks at audience behaviours and where the audience goes.
“There has been a lot of chat about VOZ, the data has been available for us, which enables us to get really specific insights around our audience behaviour, as well as what we’re seeing from a content perspective,” Harvey said. “It’s been absolutely such an incredible tool.”
Harvey added that Seven’s customer data platform 7REDiQ, has also been successful in helping customers plan decisions for future buying.
“We have built our dashboard to give our customers a better view on where their audiences are sitting,” she explained. “We can look at the incremental reach that 7Plus is delivering by market, by demos, for every one of our sponsors on all of our shows. We use this data to help inform planning decisions in the future, and optimising campaigns.”
Harvey added that traditional linear TV has always been an extraordinary way to reach millions of people very quickly.
“Saying that, since the innovation of digital platforms, we’ve been looking at how we enable more personalisation, and that two-way conversation versus just one-way input, which we still see as really important,” Harvey said.
Interestingly, she revealed that less than 5% of Connected TV campaigns have anything other than a demographic overlay on it.
“Connected TV is the most underutilised platform in Australia, and we just want to make it easier for media buyers,” she said.
“If you look at the future of television, it’s hard to navigate through. I’m disappointed that we haven’t progressed as much as I thought we would have as an industry,” she said. “When we look at fragmentation as an industry, it is an opportunity for us to engage with audiences in a new way. To go deeper with engagement and into targeting audiences.”
Harvey concluded that one big part of the challenge turning opportunity into action is education.
“What we are launching as of today, building on the work that the industry is doing, is a series of mini videos, called convergED,” Harvey said. “Educational videos that are open to everybody, from media, agencies, clients, we will share insights around the data, we’ll share case studies, and we’ll also provide one-on-one workshops, and to learn how we can co-create this new future together.”
Nat gave a great presentation, but I’m pretty sure that she said that content viewing was 30% broadcast, 70% library (rather than live), which is pretty much in line with industry BVOD figures
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