Imagine Communications has announced that it has partnered with Australia’s commercial broadcast network, the Seven Network, as part of what it calls “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.”
The move is designed to support Seven Network’s strategy to help Australian advertisers and agencies with faster, more effective and easier buying across digital and broadcast screens. Imagine’s Landmark Sales ad management platform and GamePlan dynamic ad placement engine and yield optimiser for linear TV are both incorporated in the partnership.
“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 ad sales campaigns across platforms at a range of price strategies using multiple sales methodologies.
GamePlan integrates with Landmark Sales to offer a hybrid operation that supports manual spot placement in premium inventory and automated placement of everything else.
“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 of sales for 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.”