Seven West Media (SWM) has revealed its latest sponsorship opportunity, 7Impact, as part of its Enhanced Advertiser and Viewer Experience (E.A.V.E).
The new offering gives brands the opportunity to own a program in the extensive range of first run and library content on 7plus, with an exclusive sponsorship that rewards repeated viewing with less interruptions.
Using a custom branded “bumper”, personalised through insights and addressability powered by 7REDiQ, 7Impact informs users who have watched two consecutive episodes of the same show in a row that there will be reduced ad breaks during the next episodes, thanks to the advertiser’s sponsorship. From three episodes on, the sponsor has complete ownership of ad breaks with its custom bumper and brand TV commercial.
“7Impact is the next step in our mission to create rich and engaging ad experiences that put the viewer first,” says SWM network digital sales director Nicole Bence.
“By seamlessly integrating creative and contextual brand messages in a way that engages the viewer by rewarding their behaviour, we can create meaningful relationships between brands and their audiences that deliver proven results. Better still, the exclusive 7Impact sponsorship enables brands to cut through the clutter and engage audiences.
“This is the latest step in our E.A.V.E initiative, which is designed to deliver creative and engaging solutions to advertisers while improving the experience of our digital offering,” she said.
7Impact has been launched in partnership with MediaCom and eBay, which has signed as launch partner.
“As Australia’s number one shopping site, we understand the importance of a clean and simple user experience,” says eBay Australia acting head of marketing Rebecca Newton.
“We’re excited to partner with Seven to launch 7Impact, enabling us to more effectively engage with viewers as they stream their favourite content.”
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