Seven sharpens ad targeting with Circana and Experian

Seven Network has announced a data collaboration with Circana and Experian. It will let brands plan, target and measure campaigns using shopper purchase behaviour and consumer profiles.

The service launches on 17 August. It combines Circana’s verified purchase data, Experian’s consumer profiling and REDiQ’s 15.5 million verified 7plus users.

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Seven said brands could build audiences using real-world buying patterns, household attributes and lifestyle signals. Those audiences can then be reached across 7plus, LiSTNR and digital publishing platforms.

How the data partnership works

Each company will contribute a different layer of audience information:

• Circana ProScores provides verified purchase behaviour, category spending, brand loyalty and switching signals.
• Experian adds demographics, household composition, affluence, life stage and lifestyle segmentation.
• REDiQ provides authenticated reach and audience targeting across Seven’s digital channels.

Seven director of data and growth Andrew Brain said the collaboration addressed a gap between purchase data and media activation.

“Circana provides verified purchase intelligence, Experian helps us understand who they are inside REDiQ, and together that enables us to visualise insights and activate at scale,” Brain said.

“The result is precision targeting, smarter media investment and measurable commercial outcomes.”

Planning, activation and measurement

During planning, brands will be able to create segments based on purchase histories, household characteristics and category demand. Campaign creative can then be matched with particular household profiles and buying behaviours.

After a campaign, brands will be able to connect media exposure with real-world purchases. The system will also measure incremental sales lift.

Brands can extend the same audience insights and campaigns into retail media ecosystems through REDiQ.

Circana director of strategic growth Jarna McLean said: “Combining purchase intelligence with Experian’s consumer enrichment and REDiQ’s activation capabilities enables brands to move from insight to action faster, delivering measurable improvements in targeting precision and return on investment.”

McLean said the collaboration was built on REDiQ’s authenticated data framework, with a focus on compliant and responsible data use.

REDiQ4U expands its data sources

Seven launched REDiQ4U in 2024, giving agencies and marketers direct access to REDiQ’s consumer insights. LiSTNR digital audio insights are due to join the platform later this year.

The addition will allow REDiQ4U to draw on more than 3,000 real-world and digital data points. Its existing data partners include Westpac DataX, CarExpert, Raiz, Equifax, LandmarksID, Weatherzone and Circana.

Top image: Andrew Brain, Director, Data and Growth, Seven