Seven West Media joins forces with loyalty program Flybuys

Media company Seven West Media has inked a deal with loyalty program Flybuys to target advertising to viewers.

Seven chief revenue officer Kurt Burnette. Picture: Britta Campion

Media company Seven West Media has inked a new deal with the data division of popular rewards program Flybuys.

The partnership with Unpacked by Flybuys will connect Flybuys’ audience segments with 7plus’s connected television viewers.

It will allow targeting of TV audiences and give marketers the ability to reach 7plus audiences in their homes with tailored advertising based on the viewer’s previous purchases.

Seven will also be working with its data partner TEG Analytics to connect Seven’s 6 million unique audience identifiers, SWM-iDs, with the data of more than 8 million Flybuys members.

The SWM-iDs allows for information including audience insights, activation and measurement solutions in 7REDiQ – an audience intelligence platform – to be shared.

Seven West Media’s chief revenue officer Kurt Burnette said the partnership will “make it easier for brands to reach their key audiences” with advertising from brands they like.

“We set up 7REDiQ with one simple aim: to bring brands closer to their desired audiences than ever before,” he said in a statement.

“Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers.”

Seven recently made it mandatory for users to sign in across 7plus assets making it easier to gather a person’s data including location and behavioural habits.

Flybuys’ chief product officer Harley Giles said the partnership would connect viewers’ insights with their purchasing habits.

“Through this partnership with Seven West Media, we are providing insights into our more than 8 million members’ shopping baskets,” he said.

“Unpacked by Flybuys arms brands and media agencies with data, insights and measurement into their audiences based on real-world behaviour and provides unrivalled ROI on marketers spend.”

TEG Analytics’ general manager Andrew Reid said the partnership “is the first time in Australia that a TV network will be able to offer brands FMCG (fast-moving consumer goods) data against connected TV viewing”.