Seven West Media announced a new AI-powered contextual ad placement service for its broadcast channels among its new offerings to advertisers during this week’s upfronts, which also included a relaunch of Code 7, its broader buying platform, and a new partnership with Carsguide to target motor enthusiasts.
But Seven says it is 7CAP, or 7 Contextual Ad Placement, which will bring the qualities of digital targeting to the broadcast medium, describing it as “Australia’s first Contextual Ad Placement service for broadcast television”.
The new platform uses the AI and machine learning technologies from public cloud provider Amazon Web Services to “analyse and code” Seven programming – identifying “objects, environments and mood states” within broadcast programs.
Seven says brands can then align with programs based on the content and place ads at precise moments for maximum impact. The broadcaster claims its own tests showed 7CAP led to a doubling of ad recall and brand awareness being “significantly boosted.”
“Our approach leverages our existing extensive use of the AWS cloud environment and tools to underpin our digital products as well as our data capabilities,” Seven’s Director, Data and Business Intelligence, David Miller told Which-50.
“To deliver this innovation we use AWS to analyse our content to identify objects, people and emotions. This huge volume of data that is modelled using bespoke, proprietary Red Fusion advanced data science allowing us to find specific – safe – scenes of contextual relevance that can be targeted for advertisers.”
Adam Beavis, Commercial Director for AWS in Australia and New Zealand said, “Seven West Media’s new contextual advertising placement service is a great example of how Australian organisations are embracing emerging technologies such as Artificial Intelligence and Machine Learning to provide a richer customer experience.
“The breadth and depth of AWS’s products and services enable customers like Seven West Media to create innovative services with speed and agility, to help bring to life a better viewing experience for the audience and advertisers. We look forward to continuing our work with Seven West Media and seeing the success of 7CAP.”
Seven also announced Code 7, a relaunch of its buying solution that Seven says provides guaranteed audience delivery for broadcast and digital without any makegoods.
Code 7 will be integrated into the future industry platform for cross screen trading and VOZ, according to the network.
The broadcaster, which is currently in the process of acquiring regional TV network Prime (still subject to regulatory and shareholder approval), says it wants to be the easiest network for partners to deal with and argues the new platforms will help do that.
Last week Channel Nine revealed it is offering to price and trade all its BVOD and short form video based on cost per completed view, meaning advertisers will only pay for views that have a 100 percent completion rate in certain channels. Nine also launched 9Voyager in July, an advertising buying platform targeted at SMEs.
Seven also announced a new exclusive partnership with Carsguide, an online marketplace and content platform, to help advertisers target car enthusiasts. Seven says it will combine its and Carsguide data and offer “new marketing solutions” to help auto, insurance, and finance brands better target consumers.