Seven: Privacy, trust and “value exchange” key to good data.
Seven West Media’s Chief Digital Officer Clive Dickens explains the difference to a signed in vs anonymous digital user.
Last week at the Seven AllFronts Seven West Media’s Chief Digital Officer Clive Dickens gave a Live example of how Seven can draw upon data from its digital customers for advertisers.
Dickens told media buyers privacy and trust were crucial but that signing in for products needed to offer user benefits, as opposed to watching content anonymously.
“It’s about reaching real people not devices or cookies. In my experience when you force someone to log in for a product you don’t get the ‘real me’ you get the ‘version of me,'” he said.
“Data needs to be a value-exchange where you get member benefits like ‘Continue Watching across Devices’, or ‘Higher Definition of Content,’ ‘Lighter Commercial Loads’ and as you heard exclusive BVOD content.
“There were 13.9m devices connected to the SWM Digital Platform in the last 28 days. But that’s a vanity stat, right there. We are not targeting devices or cookies, we want real active human verification.”
A Live video screen a map of online viewers, displayed registered Blue users, even indicating those who had consented to latitude and longitude of their address.
“The blue pins represent the consumers who are signed in who have knowingly given us their personal data and the red users are the ones who are staying anonymous,” said Dickens.
In these two examples the Red pin represents an unsigned user watching Ex on the Beach on 7Plus at 7:12am without being signed in and a Blue example of a 25-34 yr old female watching The Resident at 11:08am.
“We have a lot more data on our users than this, but you can start to see why it is so important to focus on trust and privacy.”
Seven has 3.7m declared registrations.