Seven West Media has joined forces with BrightLine, a leader in interactive connected TV ad solutions, to enable viewers to explore advertisers’ branded content through their remote control or video game controller while watching 7plus.
The Australian-first 7Interactive ad solution puts 7plus viewers in control of their ad experience, allowing them to easily explore more content from a brand through a connected TV.
7Interactive unites viewers who want to know more about an on-screen brand’s product or service, with premium content housed on 7plus.
The new product suite is the latest innovative addition to Seven’s Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative.
Seven West Media Network Digital Sales Director, Nicole Bence, said: “7Interactive is a premium advertising experience that gives viewers the choice over the commercial content they consume on 7plus.
“Our collaboration with BrightLine transforms advertising into a dynamic, full-screen immersive experience that drives deep engagement with brand content and lifts brand consideration and purchase intent. It gives marketers an easy way to weave new and existing assets into rich, dynamic ads to maximise engagement through connected TVs.
“E.A.V.E. is at the core of our approach to innovative ad experiences that make advertising more enjoyable, engaging and brings brands to life through interactive storytelling. 7interactive takes personalisation to the next time in a one-stop solution that lets viewers click ‘OK’ on their remotes to access premium content relevant to them,” she said.
BrightLine CEO, Jacqueline Corbelli, said: “Partnering with Seven West Media marks a first for BrightLine in extending the standard-setting interactive and dynamic ads we bring to the TV screen in the US to Australia. Surging connected TV viewer adoption and brands’ demand for
new ways to engage audiences has become a global phenomenon. This is the right partnership at the right time, and we’re thrilled to be a part of it.”
Viewing on connected TVs accounts for over 70% of the content watched on 7plus. With more than 9.2 million registered users, up 44% since before the Olympic Games Tokyo 2020, 7plus offers marketers an unparalleled amount of data and meaningful insights via the 7REDiQ platform.
7Interactive follows the launch in April of 7ACT, which allows advertisers to dynamically insert QR codes seamlessly into video assets, enabling marketers and content creators to showcase specific products, offer relevant information and provide contextual shopping