Unilever ANZ, PHD and Seven deliver Australia’s first converged TV campaign
Seven, PHD and Unilever Australia & New Zealand have launched the nation’s first fully converged TV advertising campaign, delivered flexibly across Seven’s total TV ecosystem.
Beauty and personal care brand, Dove – one of Unilever’s brands – is the first to deliver a full end-to-end campaign across linear TV and digital screens at the same time with audiences moving across the screens of Seven and 7plus while the campaign is live.
The campaign uses the new industry total audience measurement VOZ at every stage to help real-time campaign decision-making and dynamically move the campaign across different devices and content to reach the brand’s target audience in the most effective and efficient way possible.
Launched on Sunday, 16 October, the campaign has already seen BVOD drive a 25% incremental unique reach on top of the linear viewing reach.
Across Seven and 7plus, audience duplication for the optimised campaign was measured at 1%, demonstrating that different audiences across linear and digital screens complement each other and together deliver a stronger result for brands looking to engage their target consumers.
Unilever ANZ media & digital hub director, Sarah Sorrenson said: “As the media landscape evolves, it’s important Unilever ANZ continues to innovate our buying approach, ensuring our brands remain unmissable by reaching consumers wherever they watch broadcast content.
“The converged trial with the Seven Network and PHD has allowed us to do this and we’re confident it will unlock efficiencies. We’re excited to be pioneering this buying model and look forward to seeing how the results shape the future of media buying in Australia.”
PHD’s group investment director, Emma Wood said: “All brands and categories have been impacted by evolving viewing habits. PHD and Unilever ANZ are leading the way by employing a converged approach to buying and capitalising on the audience growth of BVOD in line with the change in consumption behaviour.
“Partnering with the Seven Network, PHD is excited to be the first in the market with campaign convergence which will allow us to better understand how audiences can be delivered across total TV.”
Seven’s head of converged audience trading, Alex Tansley said: “We’re excited to work with PHD and Unilever ANZ on this revolutionary campaign, as we set a precedent for the future buying model across total TV. The fluid approach to live campaign optimisation and audience delivery across different screens has delivered incredible results so far. VOZ underpins every aspect of this campaign and is an important part of the continued evolution of the converged trading model going into 2023 and beyond.
“As Australia’s most-watched network and the leader in total TV, Seven understands how converged buying offers a more effective, faster and easier way for advertisers to build brands with reach, impact and relevance across metropolitan TV, regional TV and digital markets.
“With linear TV delivering mass reach quickly and BVOD continuing its exponential growth, converged buying and trading is the future for reaching total audiences effectively with minimal waste, and we’re committed to accelerating the total TV opportunity for agencies and marketers now and into the future,” he said.
The first-of-its-kind campaign follows Seven’s recent release of convergED, a free three-part educational content series to equip marketers and agencies with the skills to confidently navigate the new total TV landscape.
The series is designed to help brands harness the power of converged audience trading across linear broadcast and BVOD and free up the time of agencies to focus on strategic initiatives and create better outcomes for their clients.
Credits:
Unilever ANZ:
Media & Digital Hub Director: Sarah Sorrenson
Senior Media and Brand Engagement Manager ANZ: Alison Holland
PHD:
National Head of Investment: Joanna Barnes
Group Investment Director: Emma Wood
Group Business Director: Ali Jones
Business Director: Punesh Han
Investment Director: Alysia Engelsen
Investment Manager: Mikeah Irving
Seven:
Head of Converged Audience Trading: Alex Tansley
NSW Sales Director: Georgie Nichols
Group Business Director: Elizabeth Kirkman
Group Business Director: Matt Chapman
Head of Digital Sales Sydney: Laura Pulini
Group Sales Manager: Gabrielle Byrne
Group Sales Manager: John Gregory
Sales Executive: Kyle Mardell
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