As TV and media become increasingly fragmented, B&T asked Seven’s leadership team whether being the most-watched broadcaster really matters in 2023.
“Abso-f*cking-lutely!” Seven’s CMO Mel Hopkins responded.
“I think that any media channel that can speak to its advertisers actually about the fact that it’s winning, and it’s got breadth and it garners large audiences is super important,” she added.
“I think particularly in a time of media fragmentation, it sort of ends up becoming a little bit of a white flag if people need mass reach and they’re like ‘where do I go’?”
Despite Seven’s unashamed declaration of being the largest broadcast, the Network is far from neglecting optimization and the individual’s viewing experience.
“When you’ve got the best viewing experience, you have a great advertising experience,” Seven’s chief revenue officer Kurt Burnette said.
Whilst Seven’s collaboration with Databricks is positive for media buyers – as it allows audiences to be predicted in advance – it is also positive for viewers as it allows Seven to give them ads based on their own appetite for advertising, he said.
“What we’ll also do is serve up the right amount of ad load to that individual based on their propensity to take a certain amount of advertising. So what we’re doing is using AI to do that and actually say, what is the best viewing experience and ad experience for you, versus somebody else who might be in a different part of the room watching on a different device”.
Seven is increasing the personalization of its viewing experience with product integration, Seven’s national digital sales director Rachel Page told B&T.
“You might be watching a program, it could be lifestyle, and next thing you’ve got the ad unit on the screen, you can click that to go into the full ad. The content will pause, you’re watching the content that’s relevant because we’ve predetermined that into that environment”.
“Then they’ll interact with that environment with a QR code or URL or whatever it may be, and then back into the content. So there’ll be a lot more of that organic engagement”.
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]