Phoenix, Seven's advanced total TV trading system, will go live on March 2, as announced at Seven's Upfront today.
Bookings will open early December.
Seven national television sales director, Katie Finney, said Phoenix is the future of total TV audience trading in Australia, powered by market-leading technology that will forever change media buying.
“How audiences are connecting with our content is changing every day, and we need to be responsive to those changes," she said.
"Phoenix provides a single view of brands and audiences across the Seven ecosystem, shifting us to trading audiences not channels. Whether it’s metro, regional or digital, we can deliver these audiences wherever they land."
Finney said that Phoenix will offer a streamlined media buying experience that delivers better value through new trading models, optimised campaign delivery, and data-driven audience insights.
"Our investment in technology will drive ease of access across all devices and platforms and consistency in trading approach,” she said.
“Our partners will be able to trade faster and more effectively across the screens of Seven. Our ambition is to eliminate makegoods and offer new trading models that optimise campaign delivery, backed by data-driven audience insights.”
Seven's partnership with Databricks and the integration of AI technology is a key part of the Phoenix roadmap and
will ensure deeper audience understanding.
Through the highly accurate audience predictions modelling across 7plus, clients will soon gain insights across total TV to drive their campaigns.
Seven Group MD of digital, Gereurd Roberts, said Phoenix was a game-changer for the media industry.
“Phoenix brings together the massive reach and audience of the screens of Seven for brands to invest in across the capital cities, regional Australia and digital," he said.
"It uses inventory optimisation and AI audience prediction engines to make buying significantly more
efficient and to deliver guaranteed outcomes, making every marketing dollar go further,” he
said.
Roberts said Seven's vision is for every ad served digitally by Seven to be personalised, optimised and
addressable.
"Phoenix represents the next step on this journey, offering advertisers a connected, seamless experience, with increased effectiveness and transparency," he said.
As part of Phoenix, every total TV campaign will include real-time effectiveness reports, providing transparency and insights for advertisers to measure their campaign's success.
Seven’s head of advanced advertising, Alex Tansley, said Phoenix unlocks new opportunities for Seven to deliver the broadcaster's national, total TV audience to its partners.
“Through Phoenix, we expand upon our market-leading expertise in converged trading, as well as launch our new dynamic trading model, with more inventory, more channels, and more markets included," he said.
"Our ambition is to drive more effective campaigns, from reach and frequency through to ROI, improve ease of trade and efficiency for our partners, and provide complete certainty over outcomes.
"Phoenix enables us to challenge our ways of working and identify new opportunities that benefit everyone.”
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