In support of its strategy to help Australian advertisers and agencies with faster, more effective and easier buying across digital and broadcast screens, Australia’s leading commercial broadcast network, the Seven Network, has partnered with Imagine Communications as part of a fully automated and optimised Total TV trading solution that will enable Seven and its agencies and partners to streamline processes; deliver better return on investment by maximising Seven’s leading audience; and accelerate the growth of cross-screen trading.
Core to Seven’s new multi-vendor solution are Imagine’s widely deployed Landmark Sales ad management platform and the award-winning dynamic ad placement engine and yield optimiser for linear TV, GamePlan. Landmark Sales enables broadcasters to better manage linear sales across an increasingly diverse advertising ecosystem through sophisticated pitch-to-pay workflow automation, and GamePlan has helped media companies transition to the dynamic trading of spots to achieve significant additional revenue from more efficient use of inventory, while removing a substantial amount of the manual workload involved in trading linear TV.
“Seven is committed to enhancing the viewer and advertiser experience and delivering faster, more effective ways for our client and agency customers to build brands and extend reach in new ways – not just for the now, but also the future,” said Kurt Burnette, Seven West Media Chief Revenue Officer.
“We believe that a converged approach to automate trading across linear and BVOD audiences will make it even easier for brands to reach Australia’s biggest audience inside Seven’s case audience ecosystem. It can unlock consistent, incremental reach and improves key outcomes for advertisers. Working with innovative, likeminded global tech partners like Imagine Communications is essential to delivering on our vision to create the future of total video audience trading in Australia.”
The Landmark Sales ad management platform enables media companies to create and deliver efficient ad sales campaigns across platforms at a range of price strategies using multiple sales methodologies. Imagine customers can use Landmark to maximise revenue and control operational costs across linear, on-demand and linear addressable through efficient use of inventory, comprehensive business data insights and a suite of automated tools.
Imagine’s GamePlan leverages turnkey integration to Landmark Sales, enabling a hybrid operation that supports manual spot placement in premium inventory and automated placement of everything else. The latest evolution of GamePlan leverages the power of the Amazon Web Services (AWS) cloud, allowing media companies to perform multiple optimisation runs in parallel – easily scaling ad operations and revenue.
“Imagine and Seven share a vision for the converged future of TV, and we look forward to working with them to accelerate the growth of cross-screen trading in Australia,” said Joe Khodeir, Vice President Sales of Australia and New Zealand at Imagine Communications. “We believe a partnership with Imagine will enable Seven to achieve immediate benefits by significantly improving yield on their linear advertising platforms. Moving forward, our aggressive ad tech roadmap will provide Seven with an evolutionary pathway as the industry continues the shift of premium video consumption and associated ad spend towards digital.”