Seven has announced it will reduce advertising content and break-length across its broadcast and digital channels, in a bold move it claims leads to proven ‘cut-through.’
The change will coincide with the launch of Big Brother in June, expanding to Drama and Movie programming. It already adopts a “reduced ad load” during live Sport, News and Public Affairs.
Last year Seven offered 1 minute ad breaks during Secret Bridesmaids Business
Seven West Media Chief Revenue Officer, Kurt Burnette, said: “As viewing habits evolve and choice increases, we believe there is no better time than now to enhance the free-to-air television experience for viewers and advertisers across broadcast and BVOD. Research has proven reduced ad loads can deliver more than 25 per cent increased brand recall. We’re acting on that powerful insight after months of planning and analysis.
“The result – EAVE (Enhanced Advertiser and Viewer Experience) is a long-term strategic initiative designed to deepen the way brands and consumers connect with Seven’s content and audience across platforms.”
But there are other advertising initiatives already launched or still to come including “contextual ad placement through machine learning with 7CAP (contextual ad placement – an industry first in Australia) and ‘freezeframe’ screen pop- ups.”
Seven Network Programming Director Angus Ross said: “We’ve already seen the benefit in areas we have tested, like News and other areas. Were very much looking forward to accelerating the enhanced experience across our existing and exciting new and fresh content line-up. All helping build engagement and grow audience across all platforms.”
Peter Pynta, CEO of analytics company Neuro-Insight said: “There’s rock solid evidence in the fact that break length and number of ads in breaks significantly influence ad effectiveness. The shorter the breaks and the fewer impressions within a break, the better the payback for advertisers.
“We’d implore the market to take this ad/program ecosystem seriously….and ideally see them as working in harmony.”