The Seven Network today announced the extension of its partnership with LANDMARKS ID, strengthening its audience intelligence capabilities through the adoption of SCOPE, LANDMARKS ID’s advanced audience reach insights and campaign planning platform.
SCOPE combines consumer intelligence from a panel of more than 500,000 Australians, connecting their brand preferences with OzTAM’s VOZ total TV audience measurement data, creating powerful new insights and planning capability for agencies and advertisers.
The solution enables Seven to provide a deeper understanding of how brands connect with audiences across its total TV ecosystem. It will help advertisers evaluate audience reach, content alignment and sponsorship opportunities through the lens of real customer brand and category buyer data, rather than relying solely on traditional demographic audiences or survey-based research.
By bringing together consumer intelligence and Australia’s leading TV measurement currency, SCOPE provides a unique view of audience engagement across Seven’s broadcast television, 7plus, major entertainment tentpoles, sponsorship assets and premium sport content such as AFL, cricket, the NFL and Supercars.
“As advertisers increasingly seek greater accountability, transparency and measurable outcomes, solutions such as SCOPE will play an important role in bridging the gap between audience measurement, consumer intelligence and advertising effectiveness,” said Seven’s director of sales, television and streaming, Katie Finney.
“By combining LANDMARKS ID’s rich consumer insights with VOZ audience measurement, we’re providing advertisers with a deeper understanding of how their brands connect with audiences across our television, streaming, sponsorship and sports assets. This enables more informed planning, better investment decisions and stronger commercial outcomes.”
“The feedback we’ve received has been extremely positive, reinforcing the market demand for more sophisticated audience-led planning solutions that connect audience reach with real consumer behaviour and brand relevance.”
