Seven West Media has announced the launch of a new partnership with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program.
The partnership will connect Flybuys’ aggregated audience segments with ’ connected TV audiences. It marks the first time targeting will be possible across connected TV, giving marketers the ability to reach 7plus audiences on the biggest screen in their home with tailored advertising messages based on previous purchases.
In an Australian first, Seven and its strategic data partner TEG Analytics will connect Seven’s six million unique first-party audience identifiers, SWM-iDs, with the data of more than eight million Flybuys members.
Seven’s SWM-iDs – coupled with its extensive second-party partnerships with TEG, Carsguide, Mastercard and others – sit at the core of the audience insights, activation and measurement solution in 7REDiQ, the audience intelligence platform Seven launched in October 2020.
Seven West Media Chief Revenue Officer, Kurt Burnette, said, “We set up 7REDiQ with one simple aim: to bring brands closer to their desired audiences than ever before. Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers.
“Our new partnership with Flybuys means 7REDiQ has taken a giant leap forward to connect deterministic second-party data at an identity level, making it even easier for brands to reach their key audiences across our market-leading content and to achieve stronger results.”
Seven West Media Network Digital Sales Director, Nicole Bence, said, “The new Flybuys partnership is further evidence of 7plus, 7REDiQ and our data partners working better together to deliver people-based, results-driven marketing through connected TV.
“The recent roll out of mandatory sign-in across all 7plus assets means every digital eyeball is addressable using high-quality, transactional, location and behavioural signals from six million IDs, with a 75 percent match with Flybuys.
“When the Tokyo Olympics kick off on the 23rd of July, Australians will be able to access 43 channels of Olympics content on 7plus. Today’s announcement comes at a perfect time for brands to make the most of the resultant massive increase in digital viewing across Seven’s market-leading BVOD platform and maximise the engagement and scale of the Olympics,” she said.
Harley Giles, Chief Product Officer of Flybuys, said, “Through this partnership with Seven West Media, we are providing insights into our more than eight million members’ shopping baskets. Unpacked by Flybuys arms brands and media agencies with data, insights and measurement into their audiences based on real-world behaviour and provides unrivalled ROI on marketers spend.”
Andrew Reid, General Manager at TEG Analytics, said, “We are thrilled to be able to bring TEGA’s new data partnership with Flybuys to our long-standing partnership with Seven West Media. This is the first time in Australia that a TV network will be able to offer brands FMCG data against connected TV viewing.”