7plus And GroupM Launch Australian-First Freeze Frame
Seven today announced that it has partnered with GroupM to launch a test of Freeze Frame on 7plus, its award-winning broadcast video on demand (BVOD) service, with Westpac as the brand featured.
Freeze Frame is a custom creative, non-intrusive user-initiated ad experience that appears when a viewer presses pause whilst watching 7plus content across Connected TVs and on Web.
Activating after a viewer pauses the content, Freeze Frame allows brands to deliver relevant messaging to the 7plus audience at the right time and place — during a natural, userdetermined break in the storytelling.
Freeze Frame delivers brand impact by leveraging the maximum real estate available on the biggest screen in the house.
The Freeze Frame test, which commences on 7plus on 8th March, is an Australian first, further reinforcing Seven’s position as a market innovator. The Freeze Frame follows 7CAP, its contextual ad placement product which launched in late 2019.
Commenting on the test, Nicole Bence, Seven’s Network Digital Sales Director, said: “We’re delighted to work with GroupM and Westpac on this innovative new ad unit. Freeze Frame takes advantage of a natural, user-determined break to deliver relevant messaging to viewers.
“Freeze Frame is yet another example of Seven’s continual innovation, focussed on enhancing the viewing experience with relevant and contextual messaging at the right moment, which results in delivering the best outcomes for our clients.”
Venessa Hunt, Chief Digital Strategy Officer at GroupM, said: “It is exciting to see so much innovation coming out of the Seven Network as they continue to balance the best for the viewer with user experience and best for advertisers with high impact opportunities. The new freeze frame format gives an interactive brand canvas on the largest screen in the household, the connected TV, whilst ensuring it is unmissable between interacting with broadcast content.
“It is also great to see Westpac taking full advantage of first to market opportunities and embracing the convergence of online and offline media.”
The trial of Freeze Frame commences on 7plus on Sunday 8th March, with Westpac as the brand featured.
The Freeze Frame will be available to the market in April and will be exclusively available to Olympic Partners & Sponsors during the Games.
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