The Seven Network has launched 7GeoPlus, a new geo-targeting technology that it says sets a new benchmark for precision targeting in connected TV advertising.
Developed in partnership with GeoComply, a global leader in geolocation and online fraud detection, 7GeoPlus was created to meet Seven’s ever-growing appetite to deliver local streaming accuracy in news and sport across its BVOD, 7Plus.
The Seven engineered integration delivers compliance-grade, GPS-level precision, which is beyond what traditional IP-based solutions can deliver and complementary to postcode targeting.
Seven’s national digital sales director Jordan King told B&T that GPS technology provides more accurate targeting by declared postcode targeting—which are collected when registering and not always updated.
“Registered postcode targeting is still an excellent service for the majority. But when you get to utilities or franchisees or state elections and things like that, where IP targeting does fail, 7GeoPlus will elevate our geographical targeting beyond any of our peers or competitors,” he said.
IP targeting, the most commonly used form of geo-targeting, has accuracy restrictions when trying to reach a certain scale of population because there aren’t enough IPs for Australia’s internet population.
Declared postcodes are currently viewed by the TV industry as the ‘gold standard’ but the quality can degrade over time if registered users do not update their postcodes when they move, which particularly impacts younger and more transient renters.
“GPS is an improvement, because somebody is validating where they are at that spot at that time, and where the device they are using is. There is a real freshness and accuracy to the signal, which really sets us apart and is another piece of the puzzle for that digital offering that we are building.”
GeoComply’s GM of Media & Entertainment, James Clark, said: “By leveraging GeoComply’s precise geolocation solution, Seven’s advertising partners will gain a deeper understanding of their audience to optimise their ad placements for better ROI.
“This enhanced insight empowers Seven to deliver more relevant advertising, maximising both viewership engagement and revenue streams. Seven is the first streaming platform in the world to deploy this technology and is setting the standard when it comes to addressable advertising.”
