Seven has announced the launch of a new partnership with Unpacked by Flybuys, the data division of the loyalty program.
The partnership will connect Flybuys’ aggregated audience segments with 7plus’ connected TV audiences. It marks the first time targeting will be possible across connected TV, giving marketers the ability to reach 7plus audiences on the biggest screen in their home with tailored advertising messages based on previous purchases.
Seven and its strategic data partner TEG Analytics will connect Seven’s 6 million unique first-party audience identifiers, SWM-iDs, with the data of more than 8 million Flybuys members.
Seven’s SWM-iDs – coupled with its second-party partnerships with TEG, Carsguide, Mastercard and others – sit at the core of the audience insights, activation and measurement solution in 7REDiQ, the audience intelligence platform Seven launched in October 2020.
Seven West Media chief revenue officer, Kurt Burnette (pictured), said: “We set up 7REDiQ with one simple aim: to bring brands closer to their desired audiences than ever before. Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers.
“Our new partnership with Flybuys means 7REDiQ has taken a giant leap forward to connect deterministic second-party data at an identity level, making it even easier for brands to reach their key audiences across our market-leading content and to achieve stronger results.”
Harley Giles, chief product officer of Flybuys, said: “Through this partnership with Seven West Media, we are providing insights into our more than 8 million members’ shopping baskets. Unpacked by Flybuys arms brands and media agencies with data, insights and measurement into their audiences based on real-world behaviour and provides unrivalled ROI on marketers spend.”
Andrew Reid, general manager at TEG Analytics, said: “We are thrilled to be able to bring TEGA’s new data partnership with Flybuys to our long-standing partnership with Seven West Media. This is the first time in Australia that a TV network will be able to offer brands FMCG data against connected TV viewing.”