Media agencies like Seven’s 'bonfire and fireworks' strategy 

Jason Pollock
By Jason Pollock | 14 November 2024
 

A shift in positioning for Seven - adopting a digital-first approach heading into 2025 - has media agencies excited about what the future holds for the broadcaster in a changing market.

The sport lineup - headlined by AFL and cricket - alongside developments in the data and trading space were also called out as positives

This year’s upfront event was hosted in the Sunrise & Morning Show studio in South Eveleigh, the first in a series of presentations in Sydney this week followed by presentations in the other capital cities to come.

PHD’s group trading director, Annabel Gelardi, said that the network began by cementing their focus on connections; connections between brands, content and consumers, with the focus on creating ‘new high value audiences’.

“Content wise; 7’s slate of sport just got more interesting with the cricket line up set to showcase the Women’s Ashes, and for the first time made available with Hindi commentary on 7+, a real step forward to meet the needs of diverse audiences,” she said.

“‘7 Days of Footy’ will keep AFL fans happy with a bolstered schedule through the week while upcoming updates to the classics include a half hour extension to the Morning Show and a new leadership team guiding The News offering.

“The most significant shift in the entertainment space is a move to a '7Plus first approach', driving the Network’s agenda to compete with ad funded SVOD platforms. Utilizing a 'bonfires' (premium library) and 'fireworks' (first run exclusives) strategy designed to maximize high value audiences, one premium international first run show per month will be released. 

“It’s an interesting approach and significant investment will be required to properly market the content, attract new audiences and compete with the likes of Netflix, Stan and Disney+ etc. 

“Talking tech, the integration of AI-data driven intelligence will also arm marketers with predictions and insights into future consumer behaviour. Predicting audience behaviour up to 28 days in advance will enable brands to understand and pre-empt audiences at a glance.

"Seven announced their move from “Hindsight to Foresight” with the release of REDiQ4U. Advertisers will now have direct log in access to the 7REDiQ platform, pulling consumer insights including behaviour, life stage, and purchase intent, drawing on data from partners Ticketek, Coles360, CarExpert, Raiz, Equifax, LandmarksID, Weatherzone and VISA. 

“The real power of this data set will be how it could be integrated into our existing local and global tools.

“While other upfronts had a significant focus on tech, reflecting the ongoing advancement and change in the landscape, Seven focused predominantly on new and existing content, there was less ‘new’ news. 2025 is going to be a very interesting year!” 

OMD Sydney’s head of investment, Anna Rudd, said Seven presented a clear strategy to connect brands with Australians through the power of Seven Degrees: Content, Passion, Premium VOD, Data, Connection, Responsive, and Humanity. 

“The senior team’s presence sent a strong message to the market, an intentional step to leave the challenges of the past behind and approach 2025 with a clean slate,” she said.

“Instead of relying on flashy sales stats in a race to the No. 1 linear network, Seven adopted a forward-thinking tone.

“Positioning itself as a digital-first business, Seven is boldly targeting SVOD platforms, a smart move in today’s total screens environment. Advertisers and clients stand to gain from this comprehensive screen proposition. 

“With a locally based team, Seven offers advertisers quick and efficient campaign activation and troubleshooting, without any additional costs to consumers.

“Sport remains a cornerstone of Seven’s strategy, with significant investment in Cricket and AFL broadcast rights and a strong emphasis on digital streaming. Alongside returning favourites like Idol, the lineup introduces fresh energy with international hits like Suits LA.

“Seven’s upfront avoided unnecessary sparkle, instead offering a grounded and strategic vision. It signalled a clear evolution from a traditional ‘linear TV network’ to a digitally focused business, in pursuit of growth and high-value audiences.”

Atomic 212's chief investment and trading director, Lorraine Woods, said she was pleased to see Seven's Phoenix upgrade as the highlight of the upfronts.

"This shift marks a major step forward, moving us from a historically time-consuming operational model to a streamlined, efficient, and data-driven approach to total TV buying," she said.

"Phoenix promises a holistic view of audiences at scale, making it easier to trade in a complex, competitive total TV landscape. If it delivers on these promises, the wait for this system will have been well worth it.

"Additionally, boosting 7REDIQ to enhance targeting through Phoenix is a strong move ensuring Seven are maintaining a competitive position in an ever-evolving marketplace. Seven has proposed a very safe program slate to keep audiences on screens across the year, while special event programs generally support this strategy by boosting viewership."

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus