Seven West Media (SWM) has recently announced the integration of their data management platform (DMP) and their supply side platform (SSP) to use on their broadcast video on demand inventory (BVOD).
The merging of the DMP and SSP, provided by Lotame and Telaria respectively, is made in hopes of allowing the company to deliver “exponentially enhanced” advertising solutions across their long-form video inventory.
The combining of the two platforms is one of the results of SWM’s investment in audience intelligence and programmatic capabilities. Their logged-in user base is rapidly growing, owing to the introduction of single sign across on both mobile and web. Its 7plus platform’s success is reflected in the massive growth in its logged in, verified users.
Over the recent months, SWM has broadcasted major sporting events such as the Australian Open, Rugby League World Cup, Commonwealth Games, and the Winter Olympics. The combined times of these sports matches accumulate to over 270 million minutes.
The simulcasting of the sports events and Seven’s regular programming helped the company become Australia’s top FTA live streaming publisher to date by a significant margin.
Digital Sales director James Bayes said, “Over 60 percent of our company’s BVOD inventory is transacted through Premium Programmatic, which is becoming the dominant form for long form video.”
At the same time, clients demand more sophisticated and efficient targeting solutions for better outcomes.
He added that Seven West Media recognizes these trends. And with almost three million OTT users last April, they have combined DMP and SSP to programmatically deliver audience targeting to their clients at scale.
“We are proud to be the first to bring them together,” the director said. “Led by Connected TV and combined with our unique TV capability, user data, and programmatic user capability, Seven West Media has created a powerful platform to connect with the targeted audiences at scale.”