Seven West Media's new strategy designed to target consumers across its entire suite of broadcast, digital and print, is where the “magic” will happen, says its chief revenue officer Kurt Burnette.
By combining all online and offline resources including the TV network, Pacific Magazines and the Western Australian, Burnette says such enhancement in its targeting and audience segmentation is what clients have been crying out for.
"We can now track the people that are in an online environment, an IP environment - whether that be on catch-up TV, on a mobile device, but also those that have subscribed to Pacific or subscribed to the West," Burnette says.
"Basically you can know where somebody is at, what their intent is going to be in the next few months and that feeds into recent data partnerships, like our one with TEG."
Burnette says it has taken the company roughly 12 months to combine all the capabilities but it is something that it still needs to "share further" with the market.
"It's something that we're really conscious of sharing with our ad partners about how we think and how we come up with solutions as a partnership," he says.
"Therefore, those with the same audience segments in mind can get a lot out of it."
Seven plans to use the strategy to develop defined audience segmentation, limited not just to demographic, but being able to break it down via each medium as well.
Burnette says it's not about over-complicating the offering for clients, as the complexities of data insights and analytics should be "kept simple".
"It's about taking it to the client and saying, this is what we do and this is what it will mean for you," he says.
"As we talk to clients about segmentation, we can start off at a broader level about women 25+ on Seven and 16-49 males on Seven Mate, then we can drop right down into a whole other level as we map that audience across our various assets."
Burnette says the crux of the strategy is applying data overlays, developed from research taken out of the 'One Audience' program, and running them against current audience segmentation to develop targeted brand integrations for clients, mainly in broadcast at this point.
"We then attach that to website traffic, brand lift and key metrics that a client signs off on and is willing to give you - because that's the other thing, to really get a true ROI, you need complete buy in on the whole way," he says.
"If you put those two things together, it may take a lot of work, but magic happens."
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