Seven West Media Bundle
What is Seven West Media's Sales and Marketing Strategy?
Seven West Media is a major Australian media company that has been adapting to changes in how people consume content. They are focusing more on digital platforms and streaming services to reach their audience.
The company's strategy involves a blend of traditional broadcasting and a strong push into digital, especially with their 7plus platform. This approach aims to capture a wider audience and capitalize on new revenue streams.
Seven West Media's sales and marketing strategy centers on leveraging its strong broadcast presence while aggressively expanding its digital footprint. A key element is the integration of content across its television networks and its streaming service, 7plus. This allows for a unified approach to audience engagement and advertising sales. The company has seen significant growth in its digital advertising revenue, with 7plus advertising revenue increasing by 15% year-on-year in the first half of FY25. This growth is fueled by exclusive content and major sporting events. Understanding the competitive landscape is crucial, and a Seven West Media Porter's Five Forces Analysis can provide deeper insights into their market positioning.
How Does Seven West Media Reach Its Customers?
Seven West Media employs a diverse sales strategy, primarily focused on selling advertising space across its extensive media assets. This includes traditional television advertising on the Seven Network and its associated channels, alongside print advertising in publications like West Australian Newspapers and Pacific Magazines.
Linear Television Sales
Advertising inventory is sold across the Seven Network and its affiliate channels, reaching a broad television audience. This remains a core component of the company's revenue generation.
Print Advertising Sales
The company also generates revenue through print advertising in its newspapers and magazines. This channel continues to serve specific advertiser needs and audience segments.
Digital Advertising Growth
A significant strategic emphasis is placed on digital channels, particularly the 7plus BVOD platform and digital news sites. This reflects a commitment to evolving advertising sales in the digital space.
Omnichannel Integration
The company is actively pursuing an omnichannel approach, integrating its various media assets to offer advertisers comprehensive solutions. This strategy aims to maximize audience reach and engagement across platforms.
The company's sales and marketing strategy is undergoing a significant digital transformation, with a notable shift towards its digital platforms. In the first half of FY25, Seven West Media reported a 43% increase in BVOD audience minutes on 7plus, while linear TV viewing saw a slight decline of 1.8%. This digital momentum is crucial as total TV advertising revenue decreased by 6% in the same period, attributed to a soft market and the absence of major one-off sporting events. Advertising revenue on 7plus, however, grew by 15% year-on-year in H1 FY25, underscoring the success of its digital advertising initiatives. To further capitalize on this, Seven West Media restructured in June 2024, creating distinct Television and Digital business units to enhance focus and accountability for revenue growth in each segment, aiming to maximize the digital growth opportunity and increase its market share.
Strategic Partnerships and Content Distribution
Key partnerships, especially in sports rights, are vital for distributing content and attracting advertisers. These rights are instrumental in driving audience engagement and advertising sales across both linear and digital platforms.
- Major sports rights, including AFL and Cricket Australia, are secured until 2031.
- Digital rights for AFL matches are now available for live streaming on 7plus from FY25.
- The launch of 7plus Sport, featuring Cricket for the 2024-25 summer and the full AFL season from March 2025, has been a significant driver.
- This initiative attracted 347,000 new registered users for cricket on 7plus, with nearly 70% falling within the 18-54 demographic.
- These partnerships are central to Seven West Media's efforts to capture a larger share of advertising spend and enhance its Revenue Streams & Business Model of Seven West Media.
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What Marketing Tactics Does Seven West Media Use?
Seven West Media employs a multifaceted marketing strategy, heavily leaning into digital advancements to boost audience engagement and advertiser value. The company is actively enhancing its streaming service, aiming for leadership in Australia's digital landscape.
Digital Content Marketing
Leveraging its extensive library of news, sport, and entertainment content on platforms like 7plus and 7NEWS.com.au, the company drives audience engagement through valuable content.
Personalization Engine
The development of a personalization engine, in partnership with AWS, aims to deliver highly customized content recommendations and improve user experience on 7plus.
Seven AI Factory
Announced in September 2024, this initiative with Databricks uses Generative AI and machine learning to enhance digital engagement, audience understanding, and advertising strategies.
Social Media Content Creation
Utilizing tools like Adobe Express, the company creates on-brand graphics for rapid content publication across social media, reaching a monthly audience of 14.4 million.
Traditional Media Integration
Traditional channels, including its own television network and print publications, are still utilized for promotional campaigns, complementing digital efforts.
Data-Driven Marketing
A strong emphasis is placed on 'audience-centricity,' using data to ensure relevant advertising and personalized offers, recognizing consumer willingness to share data for such benefits.
Converged Media Planning
The marketing mix has evolved towards converged media planning and campaign tracking, integrating platforms like Salesforce for CRM and Media Cloud. This supports cross-screen planning, buying, and insights trading, aiming for a 'step change in our digital revenue performance'.
- Focus on capturing a greater proportion of advertising dollars.
- Accelerated growth in digital revenue performance.
- Enhanced cross-screen planning and buying capabilities.
- Improved insights trading for advertising campaigns.
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How Is Seven West Media Positioned in the Market?
Seven West Media positions itself as Australia's premier connected news, sport, and entertainment brand, aiming to be the national hub for significant cultural moments. This brand positioning is built upon its leading presence across television, publishing, and digital platforms, differentiating itself through exclusive content rights like AFL and Cricket, secured until 2031.
Core Brand Identity
Seven West Media identifies as 'Australia's most connected news, sport and entertainment brand.' Its ambition is to be the nation's go-to source for 'mass cultural moments that engage, inspire and define the nation'.
Market Leadership and Content Strategy
The company leverages its market-leading presence across broadcast television, publishing, and digital platforms. A key differentiator is its strong portfolio of exclusive sports rights, including AFL and Cricket, which are secured until 2031, ensuring consistent delivery of high-value programming.
Audience-Centric Approach
Seven West Media's strategy centers on 'audience-centricity,' focusing on understanding audience interests and viewing habits to provide seamless cross-platform experiences. This approach aims to maintain its position as the number one network for national audience share, a title it has held for four consecutive years in FY24.
Trust and Quality Messaging
The core message emphasizes trust and quality, particularly for its news brands like 7NEWS.com.au and The West Australian. Visual consistency and rapid content delivery are paramount in reinforcing this perception.
The company's appeal is further evidenced by its significant audience reach, engaging over 19 million people monthly, and a 39% increase in digital minutes in FY24. This growth in digital engagement highlights a successful connection with a broad Australian audience. Brand consistency is maintained across all channels, including linear TV, the 7plus streaming service, and digital publications like The Nightly. In response to market dynamics, Seven West Media implemented a new operating model in June 2024, dividing the business into Television, Digital, and Western Australia divisions to enhance accountability and accelerate digital growth, demonstrating adaptability in its overall business strategy.
Content Exclusivity
Exclusive rights to major sporting events like AFL and Cricket, secured until 2031, are central to attracting and retaining large audiences.
Audience Engagement Metrics
A 39% increase in digital minutes in FY24 signifies strong audience interaction and successful digital strategy execution.
Cross-Platform Consistency
Maintaining a consistent brand message and user experience across linear TV, streaming services, and digital publications is a key element of its brand positioning.
Adaptability to Market Shifts
The June 2024 operational restructuring into Television, Digital, and Western Australia divisions demonstrates a proactive approach to evolving market conditions and digital growth.
News Brand Credibility
Emphasis on trust and quality for news brands like 7NEWS.com.au and The West Australian, supported by visual consistency and rapid content delivery.
National Audience Reach
Reaching over 19 million people monthly reinforces its status as a dominant media player in Australia.
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What Are Seven West Media’s Most Notable Campaigns?
Key campaigns for Seven West Media have been instrumental in shaping its brand and driving growth, especially within the dynamic digital media landscape. These initiatives highlight the company's adaptability and strategic focus on expanding its reach and revenue streams.
7plus Sport Launch Campaign
This campaign focused on integrating major sports rights, like Cricket and the AFL season, to drive audiences to the 7plus streaming platform. It leveraged the popularity of these national sports, positioning 7plus as the premier digital destination for live and on-demand sports content.
The Nightly Launch Campaign
The launch of The Nightly, a national digital newspaper, website, and app, aimed to expand Seven West Media's digital publishing footprint and capture new digital advertising revenue. The campaign emphasized immediate access to news, building on Seven's journalistic credibility.
New Operating Model Announcement
Announced in June 2024, the new operating model is a significant internal restructuring designed to optimize the television business and accelerate digital growth. This strategic shift signals a renewed agility in the company's sales and marketing approach, aiming for a more resilient media business.
The seven west media sales strategy has seen significant evolution, particularly with the successful promotion of 7plus Sport. The summer of cricket on 7plus alone attracted 347,000 new registered users, with a substantial portion in the key 18-54 demographic. This initiative directly contributed to a 43% growth in BVOD audience in H1 FY25, demonstrating the effectiveness of leveraging exclusive sports rights in their media planning. The company's approach to customer acquisition is clearly focused on high-demand content. Furthermore, The Nightly's rapid growth, reaching 8.3 million page views by its ninth month, showcases a successful expansion into digital publishing and a new avenue for seven west media revenue streams. This aligns with their broader seven west media business strategy to diversify and strengthen digital offerings, a critical aspect when considering the Competitors Landscape of Seven West Media.
7plus Sport Audience Growth
The campaign for 7plus Sport saw 347,000 new registered users during the summer of cricket, with nearly 70% in the 18-54 demographic.
BVOD Audience Increase
The 2024 AFL Grand Final contributed to a significant 43% growth in BVOD audience in H1 FY25, highlighting effective audience engagement.
The Nightly Page Views
By June 2024, The Nightly achieved 5 million page views, growing to 8.3 million page views within its first nine months, indicating strong digital advertising potential.
Digital Expansion Strategy
The launch of The Nightly is a key part of Seven West Media's digital transformation, aiming to capture new revenue streams and expand its market share.
Operating Model for Agility
The new operating model, announced in June 2024, aims to optimize television and accelerate digital growth, reflecting a strategic approach to market challenges.
Focus on High-Value Demographics
Campaigns are strategically designed to attract specific demographics, such as the 18-54 age group for sports content, enhancing customer acquisition effectiveness.
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