The Seven Network, PHD and Unilever Australia & New Zealand have launched Australia’s first fully converged TV advertising campaign, delivered flexibly across Seven’s total TV ecosystem.
Beauty and personal care brand, Dove – one of Unilever’s brands – is the first to deliver a full end-to-end campaign across linear TV and digital screens at the same time, with audiences moving across the screens of Seven and 7plus while the campaign is live.
The campaign uses the new industry total audience measurement VOZ at every stage to help dynamically move the campaign in real-time across different devices and content to reach the brand’s target audience.
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Launched on Sunday, 16 October, the campaign has seen BVOD drive a 25% incremental unique reach on top of the linear viewing reach.
Across Seven and 7plus, audience duplication for the optimised campaign was measured at 1%, demonstrating that different audiences across linear and digital screens complement each other and together deliver a stronger result for brands looking to engage their target consumers.
Unilever ANZ Media & Digital Hub director, Sarah Sorrenson, said: “As the media landscape evolves, it’s important Unilever ANZ continues to innovate our buying approach, ensuring our brands remain unmissable by reaching consumers wherever they watch broadcast content.
“The converged trial with the Seven Network and PHD has allowed us to do this and we’re confident it will unlock efficiencies. We’re excited to be pioneering this buying model and look forward to seeing how the results shape the future of media buying in Australia.”
PHD’s group investment director, Emma Wood, said: “All brands and categories have been impacted by evolving viewing habits. PHD and Unilever ANZ are leading the way by employing a converged approach to buying and to capitalise on the audience growth of BVOD in line with the change in consumption behaviour.
“Partnering with the Seven Network, PHD are excited to be the first in the market with campaign convergence which will allow us to better understand how audiences can be delivered across total TV.”
Seven’s head of converged audience Trading, Alex Tansley, said: “We’re excited to work with PHD and Unilever ANZ on this revolutionary campaign, as we set a precedent for the future buying model across total TV. The adaptable approach to live campaign optimisation and audience delivery across different screens has delivered incredible results so far. VOZ underpins every aspect of this campaign and is an important part of the continued evolution of the converged trading model going into 2023 and beyond.
“As Australia’s most watched network and the leader in total TV, Seven understands how converged buying offers a more effective, faster and easier way for advertisers to build brands with reach, impact and relevance across metropolitan TV, regional TV and digital markets.
“With linear TV delivering mass reach quickly and BVOD continuing its exponential growth, converged buying and trading is the future for reaching total audiences effectively with minimal waste, and we’re committed to accelerate the total TV opportunity for agencies and marketers now and into the future,” he said.