TikTok and Volvo have partnered with Seven West Media’s new ad product, 7Interactive, to deliver dynamic, full-screen immersive ad experiences on connected TV sets.
Announced last year, 7Interactive is part of Seven’s Enhanced Advertiser and Viewer Experience (E.A.V.E.) and gives advertisers the ability to invite viewers to explore additional branded content through the biggest screen in the home.
Without disrupting the viewing experience, 7Interactive enables people to control the commercial content they consume on 7plus and maximises engagement with advertisers’ branded content.
For TikTok, 7Interactive was a core element of the company’s “You Have To See It” brand campaign which featured the Mystery Apartment Girl television commercial.
The campaign prompted 7plus viewers with a question based on something that happened in the content piece, offering audiences the opportunity to engage with TikTok by selecting the right answer using their remote control. Viewers were encouraged to access or download the TikTok app and watch further content.
TikTok director of global marketing, AUNZ, Serena Leith, said: “As the first-ever partner in Australia to use the 7Interactive placements, we were able to drive engagement by asking viewers a trivia-style question about the story being told in the brand creative, re-enforcing our entertainment message and piquing even further interest in the compelling story we shared on Seven.”
Becky McMillan, Account Director at TikTok’s media agency, Zenith Australia, said: “The focus of our summer brand campaign was to expose new audiences to the variety of content available on TikTok. Through Seven’s broad audience and reach, we were able to prove a latent interest in our content through a new engagement format. Seven’s interactive ad performed at twice the benchmarked engagement rate, demonstrating 7Interactive has the potential to drive greater engagement with the right content.”
Watch example TikTok 7Interactive content here.
Volvo Car Australia used Seven’s new ad product to promote the launch of its updated luxury XC60 mid-sized SUV.
7Interactive allowed 7plus viewers to explore the features and benefits of the car using their remote control, with the aim of convincing them to visit a Volvo dealership for a test drive.
Volvo Car Australia marketing communications manager, Garth Dawson, said: “7Interactive enabled viewers to be more aware of the recently updated Volvo XC60 and gain a deeper knowledge of its product features, such as the next-generation infotainment system, intelligent design, and Plug-in Hybrid availability. Volvo are pleased that the placement could repurpose existing video assets, resulting with an interaction rate well above benchmark. This contributed to the dealer network over-achieving their XC60 sales target.”
Mindshare associate director at Volvo’s media agency, Jade Tainturier, said: “At Mindshare we’re committed to driving Good Growth for our clients and the innovative 7Interactive format enabled us to do that. Not only did it deliver Volvo’s message through a beautiful TV commercial, but it also brought a new level of interactivity by simultaneously showcasing the highlights of the updated XC60 model. The 7Interactive placement delivered a higher interaction rate than what we would usually expect with a video-only format, demonstrating that the audience was keen to interact with the brand and discover more about the product.”
Seven West Media national sales director of digital, Nicole Bence, said: “We’re delighted that TikTok and Volvo have achieved strong results from 7Interactive, which is the first ad solution of its kind in Australia.
“As connected TV viewer adoption continues to grow, Seven is leading the Australian market in giving brands interactive ad solutions that take real-time addressability and personalisation to the next level.
“7Interactive provides an easy way for brands to transform new and existing assets into rich, dynamic ads, without disrupting the viewer or content experience. It enables advertisers to seamlessly champion products or services in a premium environment to deeply engaged audiences, which lifts viewers’ brand consideration and purchase intent,” she said.
Viewing on connected TVs accounts for over 70% of the content watched on 7plus. With more than 12.5 million registered, verified users, 7plus provides marketers with unparalleled market-leading insights into audience attention and engagement via the 7REDiQ platform.
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