In support of its strategy to help Australian advertisers and agencies with faster, more effective and easier buying across digital and broadcast screens, Australian commercial broadcaster Seven Network, has partnered with Imagine Communications as part of a fully automated and optimised Total TV trading solution.
The solution will enable Seven and its agencies and partners to streamline processes, deliver better return on investment by maximising Seven’s leading audiences, and accelerate the growth of cross-screen trading.
Core to Seven’s new multi-vendor solutions are Imagine’s Landmark Sales ad management platform and GamePlan, a dynamic ad placement engine and yield optimiser for linear TV.
Landmark Sales enables broadcasters to better manage linear sales across an increasingly diverse advertising ecosystem through sophisticated pitch-to-pay workflow automation, while 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.
Kurt Burnette, Seven West Media’s Chief Revenue Officer, said, “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.
“We believe that a converged approach to automate trading across linear and BVOD (broadcaster video-on-demand) 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.”
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.
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, thus easily scaling ad operations and revenue.