Seven West Media today revealed enhanced audience insights, activation and measurement within its audience intelligence platform 7REDiQ.
Millions of SWMIDs, Seven’s unique first-party audience identifier, have been enhanced with second-party data partnerships.
Brands will then be able to leverage this intelligence with 7RED, Seven’s strategic cross-media unit for brands.
“Being an audience-centric business means that knowing and understanding our audience is key to our success,” says CMO Charlotte Valente at the Seven Upfronts.
“It’s already driven big decisions, like acquiring The Voice which builds on Australians’ affinity with live music and entertainment. The fused data inside 7REDiQ was key to establishing that audience understanding.
“Leveraging our first-party data around each consumer, a unique SWMID, combined with what our data partners add, offers an unbeatable starting point for your people-based marketing strategies.
“7REDiQ takes that data and offers brands the ability to target exactly the people they want to reach, along with comprehensive audience forecasts and measurements.
“Best of all, it’s straightforward for brands to take the insights and knowledge 7REDiQ provides and turn that into an actionable campaign with 7RED.
“Identify, enrich, fuse, activate and measure – one clear pathway to delivering results for your brand. That’s what Seven can offer you.”
SWMID, the unique identifier for SWM audiences, is now associated with a multitude of data points. It associates not just a consumer’s viewing habits but a collection of other data about them, including location, brand affinities, purchase insights, sentiment and more.
SWM has partnered with Australian data and analytics businesses to help provide the most complete picture of each audience member.
TEG Analytics’ (TEGA) dataset, powered by more than 16 million active Australian ticket buyers, allows insight into consumers entertainment and lifestyle preferences.
Building on top of TEGA’s leading dataset is their partnership with Flybuys, which through their 8.6 million members enables insights into a consumer’s affinity across food, beverage and CPG categories.
LANDMARKS ID enables SWM to understand the real-world movement of consumers through a comprehensive point of interest network mapped against 350 of Australia’s top brands locations. This provides an expansive set of location-based insights.
CarsGuide provides insight on auto-intenders, enabling a closer and more strategic targeting of this key, competitive sector, that every year drives billions of dollars in purchases.
Combined with LiveRamp’s Authenticated Traffic Solution (ATS) to enable cookieless data collection, the result is a comprehensive and unbeatable picture of audiences.
SWM will continue to enhance their second-party data partnerships, with more partners to be announced in the coming weeks.
Kurt Burnette, SWM chief revenue officer, says it’s crucial brands understand where those audiences are and what drives them.
“The combination of 7REDiQ, SWMID and our data partnerships, all activated by 7RED across our market-leading content offering, delivers an end-to-end solution for brands to plan, buy and measure their way to successful campaigns,” he says.
“We’ve invested in the infrastructure and partnerships to enable brands to reach exactly their target audiences, enhancing their ability to plan their campaigns, buy in line with their goals, and easily quantify their success.”
7REDiQ visualises audiences, allowing brands to identify them by what and when they watch, read, buy and do, and where they live, work, shop and play.
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