Seven Network aims to drive the development and deployment of trading models within its national converged total TV ecosystem with the creation of a dedicated division.
The Advanced Advertising team will oversee Seven’s total TV trading system, Phoenix, which integrates the reach of Seven and 7plus screens, to give brands a unified investment platform across capital cities, regional Australia, and digital channels.
Alex Tansley, previously head of converged audience trading, assumes the role of head of advanced advertising, leading the team. Joining him are Liz Beverley as campaign delivery and optimisation manager, and Matt Murphy, appointed as audience predictions manager.
Tansley said the move was “the future of total TV audience trading in Australia”.
Kurt Burnette, chief revenue officer at Seven West Media, said, “As the market rapidly evolves to total TV and video trading across screens and recognises its clear benefits, the demand from the market and the technology and capability that Seven is building has exponentially increased.
“Phoenix will be an absolute game changer for marketers and media agencies – and the new Advanced Advertising team will be at the forefront of its rollout and implementation.”
Top Image: Alex Tansley