Two initiatives were announced at the 2020 Upfront aimed at making it easier for Seven’s commercial partners to trade with it:
CODE 7 delivers seamless buying and real-time reporting nationally across broadcast and digital, while 7CAP enables Australia-first contextual ad placement optimised and automated in broadcast.
CODE 7 to deliver seamless buying and real time reporting for partners
Along with Seven’s 2020 content slate, CODE 7 was announced as Seven’s easy, one place to buy solution. Using a combination of technology, process and people, CODE 7 is fast, guaranteed audience delivery for broadcast (metro and regional*) and digital. With no makegoods and guaranteed audience, CODE 7 will deliver increased effectiveness for Seven’s partners and make Seven the easiest network to partner with.
Importantly, CODE 7 will be seamlessly integrated into the future industry platform for cross screen trading and VOZ.
Natalie Harvey, Seven’s Network Sales Director said: “CODE 7 changes the game for our partners. For the first time, one seamless solution will allow them to buy exactly what they want, where they want, when they want. Across broadcast and BVOD on 7plus, it couldn’t be easier to reach the largest and most influential audience in Australia.
“Of course, CODE 7 is built for the future. It will smoothly integrate with VOZ and the future industry platform for cross screen trading. We can’t wait for our partners to start taking advantage of the power of CODE 7.”
7CAP enables Australia-first Contextual Ad Placement optimised and automated in broadcast
Cementing Seven’s status as a market leader in technological innovation, 7CAP is Australia’s first Contextual Ad Placement service for broadcast television. By partnering with Amazon Web Services, artificial intelligence and machine learning is used to analyse and code all Seven programming – identifying objects, environments and mood states within the content which brands can choose to align with.
7CAP’s data driven approach to contextual ad placement within broadcast ensures brands can be aligned to moments of greatest relevance that maximise impact, cut through and ROI.
Using 7CAP, ad recall is doubled and brand awareness is significantly boosted. With 7CAP the effectiveness of digital targeting arrives to broadcast.
Kurt Burnette, SWM Chief Revenue Officer, said: “We will continue to challenge ourselves and our focus on innovation is going to be key in how we extract the greatest value from our larger audience across Australia to then delight our partners. 7CAP not only provides a better viewing experience through contextual relevancy, it also provides our partners with a new way of targeting our audience to connect with their relevant customers based on the latest technology.
“Our early trials indicate doubling of brand awareness, higher engagement rates and brand recall for our advertisers, however, more importantly – we have seen our viewers lean in more to the ads we are serving.”