Over 5,250 hours of the freshest content material offers unprecedented quantity of latest and returning alternatives for manufacturers
7RED delivers higher outcomes for companions
Innovation to reinforce higher outcomes for companions
Seven would be the residence for development in 2021
The Seven Community at the moment defined at its 2021 Upfront presentation how the mix of its content material providing together with new initiatives ship enhanced outcomes for his or her companions.
Kurt Burnette, Seven West Media Chief Income Officer, mentioned:
“2020 has been a yr like no different. We’ve all confronted challenges like by no means earlier than, with our content material for the yr impacted and our companions compelled to pivot methods to seize the eye of audiences in numerous and agile methods.
“However these challenges have introduced us with alternatives to innovate and develop collectively and ship nice outcomes for our companions. For 2021 and 2022 Seven has strategically created and can ship essentially the most disruptive content material line-up in a decade. Providing manufacturers throughout Seven, 7plus and 7NEWS.com.au new methods to achieve and goal new audiences. Together with essentially the most constant and dominant content material backbone of Dawn, The Morning Present, The Chase, 7NEWS and Dwelling and Away. We’re enthusiastic about what we’re in a position to supply to make sure that working collectively, we will make 2021 and past a hit as all of us embark on the highway to restoration.”
Content material and outcomes
Throughout 2020, Seven has delivered excellent outcomes with clear proof factors for its companions throughout its prime time content material lineup. Companions have built-in and featured in Seven’s content material in new and revolutionary methods, reaching their key audiences.
Large Brother, the cherished and adored world tv phenomenon, provided KFC theopportunity to completely combine their model and the present’s success delivered tangible advantages that might have in any other case not have been potential because of the span of Large Brother throughout broadcast, BVOD on 7plus, and social.
Angela Richards, KFC Group Advertising Director, mentioned:
“The alternatives to completely combine your model into TV tradition are few and much between. So, partnering with Large Brother in 2020 was positively a no brainer. And true to expectation, our collection of integrations inside the program set a brand new benchmark for KFC in changing into a part of the leisure of a program and including worth past being a sponsor. What’s simply as pleasing is that the partnership additionally drove tangible outcomes – Large Brother helped KFC to drive will increase in Spontaneous Consciousness and Model Buzz properly forward of yr in the past, two key metrics of name and enterprise well being for us.
“We’re actually wanting ahead to our partnership with Large Brother in 2021. We all know our largest contribution to this system content material is thru our scrumptious rooster and we’ll be persevering with to reward, shock and delight the housemates with that style they love. However subsequent yr, we hope to herald much more larrikin enjoyable to the challenges and to the home expertise itself.”
For Youfoodz and Toyota, Farmer Needs A Spouse was the right platform to achieve their goal audiences authentically, with the seamless integration delivering sturdy outcomes for each manufacturers.
Simon Jarvis, Youfoodz Chief Advertising Officer, mentioned:
“Our built-in sponsorship of Farmer Needs a Spouse set a brand new benchmark when it comes to what we’re hoping to attain from our partnerships as we proceed to develop our enterprise. The combination delivered distinctive outcomes and had a big effect on our total model well being in addition to driving a substantial quantity of site visitors to our web site. The insights and learnings we’ve uncovered through the TV Squared evaluation have additionally been worthwhile in serving to us study what labored properly, along with what we have to refine for the upcoming season to drive one of the best outcomes. We’re actually excited concerning the subsequent section of our affiliation with the programme and may’t wait to get began.”
Toyota Australia mentioned:
“Farmer Needs A Spouse was the best platform for Toyota to showcase our rural and regional group initiatives.”
In April, on the peak of the COVID-19 lockdown, Coles partnered with Seven to ship What’s For Dinner, a marketing campaign throughout 7NEWS at 6.00 that every evening shared a recipe fordinner, all from iconic cooks together with Luke Mangan, Darren Purchese, Matt Stone and Kylie Millar. Every section was shot by the cooks of their houses and linked with Coles’ clients in search of ideas and methods on household favourites and go-to meal concepts for residence cooking.
Lisa Ronson, Coles Chief Advertising Officer, mentioned:
“Our intention was for Coles to assist encourage cooking for Australians with nice worth meal concepts, at a time individuals are in search of inspiration greater than ever. The work our Coles group was in a position to do with 7RED and OMD is greatest follow collaboration from ideation to implementation. An excellent instance of delivering on the worth proposition for our clients and the partnership.”
These outcomes delivered for companions will solely be expanded in on 2021, with a full and uncompromised prime time content material providing throughout the yr, together with the brand new additions of Tokyo 2020, a house Ashes Collection, Supercars, and essentially the most watched sport within the nation, AFL. Together with the returning with year-round Horse Racing and the Large Bash. All underpinned by the 7NEWS and Dawn, essentially the most watched information and public affairs providing.
The Beijing 2022 Winter Olympics and Seven’s unmatched content material providing that includes the largest tv manufacturers on the planet will ship a quick begin for manufacturers in 2022.
Natalie Harvey, Seven Community Gross sales Director, mentioned:
“In 2020, regardless of the challenges we had been in a position to ship tangible outcomes for our companions throughout our content material lineup. Whether or not it was in our prime time tentpoles, in 7NEWS, Dawn or throughout sport, our goal is to allow manufacturers to attach with our viewers, their buyer and all the time create significant outcomes.
“We noticed enormous development in sport with the AFL, and 7NEWS and Dawn proved unmissable in essentially the most newsworthy yr of our lifetime, additional proof of the facility of native information that Australians can belief. With phenomenal development throughout 7plus and social, driving extra engagement with our content material than ever earlier than.
“In 2021 and 2022 we’ll have the freshest and most disruptive exhibits, and the largest occasions on Seven. For the primary time in a very long time Seven is the challenger model. For our companions, it can symbolize a novel proposition to achieve their audiences of selection. Seven would be the associate for development in a yr the place development has by no means been so essential, not simply when it comes to our viewers however for shoppers in each business, throughout the entire nation. Replicating a yr like 2020 is just not on our agenda.
Relating to planning for viewers development, we’re making it simpler by supplying predicted scores throughout the yr for use for evaluation in addition to shopping for.
To assist to assist seamlessly create and ship campaigns that produce actual outcomes, 7RED has confirmed to be indispensable associate for manufacturers”
Seven’s cohesive strategic cross-media unit, 7RED, was key to the execution of campaigns from Coles, Toyota, KFC and others throughout 2020. By working with 7RED, manufacturers can simply combine with Seven’s main content material providing on broadcast and digital platforms, inserting their model within the largest cultural moments of the yr and reaching their bullseye audiences.
Seven is enhancing our providing in 2021 because of 7REDiQ, Seven’s new viewers intelligence platform, and SWMID, which mixed permits companions to higher perceive and discover related audiences greater than ever earlier than. Companions can take their learnings from 7REDiQ and instantly apply it to a marketing campaign technique with 7RED, easily and seamlessly delivering a marketing campaign that achieves the outcomes they’re focusing on. Determine, Enrich, Fuse, Activate and Measure: multi function place, with Seven.
Katie Finney, Technique Options Director, mentioned:
“Partnering with Seven by 7RED, manufacturers can simply combine into one of the best content material providing available in the market. By including 7REDiQ, manufacturers at the moment are in a position to seamlessly transfer from studying and understanding about their goal audiences on to a marketing campaign technique that delivers on their targets and meets their targets.”
Throughout 2020, Seven have delivered new and revolutionary methods for companions to attach with their goal audiences.
Seven’s Enhanced Advertiser and Viewer Expertise – EAVE – was launched with Large Brother. Manufacturers that leveraged this new alternative noticed their model consideration develop by 10 per cent because of the de-cluttered promoting surroundings and diminished break size and frequency.
7CAP, Contextual Advert Placement, has delivered a 10 per cent uplift in model consciousness and consideration. The cumulative impact of those improvements might be enhanced with new initiatives.
CODE 7, Seven’s developed Marketing campaign Optimisation Supply Expertise. Delivering a assured viewers, elevated effectiveness and diminished workload throughout broadcast and shortly, BVOD. On 7plus, Programmatic Freeze Body locations a associate’s model into reside streaming for the primary time, when the viewer decides it’s time for a break, and it’s already delivering outcomes for Nestle, who partnering with Seven and Matterkind have taken benefit of Programmatic Freeze Body.
Flaminia Sapori, Head of Partnerships at Matterkind, mentioned:
“Broadcast sponsorships have all the time been the area of a historically deliberate and acquired media execution. This new improvement is an enormous step up for manufacturers which may now leverage these excessive impression codecs programmatically to broaden their addressable footprint. Freeze body is a superb resolution which supplies manufacturers the power to seize an already engaged viewers on Linked Tv by a break, delivering a related and contextual message. We now have the power to serve this product by programmatic pipes which permits for higher (cohesive) viewers focusing on and enhances the consumer’s model expertise.”
From subsequent yr when our expertise or our content material conjures up shoppers to buy, we’ll allow them to take action within the second. With the introduction of Ecommerce instantly inside the content material or commercial, creating essentially the most direct connection potential between manufacturers and their goal clients. This may assist companies not simply construct manufacturers however create purchases.
Viewers that binge watch content material on 7plus are extra engaged with the content material they’re watching. To assist preserve these viewers engaged and ship higher outcomes for companions, 7plus will characteristic a streamlined promoting expertise when viewers are binge watching, preserving them watching longer and growing their engagement with the content material and ads throughout it.
Nicole Bence, Seven Community Digital Gross sales Director, mentioned:
“We’re regularly pushing the boundaries to reinforce the advertiser expertise on 7plus. The mixed impression of latest advert codecs, an improved addressable product suite and a rising schedule of unique content material makes 7plus not simply the pure selection for manufacturers seeking to attain audiences on BVOD but additionally a greater vacation spot and expertise for audiences. The top result’s a extra engaged viewers, delivering higher outcomes in opposition to the advertising and marketing outcomes we all know are most essential to you.”
Mr Burnette concluded: