Seven Media Group Unveils Commercial Strategy Unifying Video, Audio, and Print with Market-Leading Trading Platform and Audience Intelligence
Thursday 22 October
Seven Media Group has unveiled a transformative commercial strategy, introducing three major initiatives designed to simplify media buying, deepen audience connection, and deliver measurable business outcomes for brand partners. Led by Seven iD, Studio Seven, and Phoenix Exchange, the Group’s commercial proposition unites its vast first-party audience intelligence with unified trading capabilities and integrated creative strategy across television, streaming, audio, podcasts and publishing.
Chief Revenue Officer, Natalie Harvey, said: “Our commercial roadmap is built around solving real business challenges for our partners. By combining the scale of our first-party data through Seven iD with the creative capabilities of Studio Seven and the automated trading power of Phoenix Exchange, we are creating a simpler, more connected way for advertisers to engage Australia’s premium audiences. We are making it easier for brands to trade across our entire media ecosystem. Whether through integrated Total TV and audio trading, leveraging the trust of The Nightly and The West Australian assets, authentic content integrations, or live data collaboration, our focus is clear: removing friction, improving efficiency, and delivering measurable commercial outcomes for our clients.”
Seven Media Group has launched Seven iD, a new unified audience identity and intelligence platform bringing together the Group’s extensive first-party data assets under a single customer identity. By connecting audience insights from 7plus (15.5 million registered users) and LiSTNR (2.8 million known users) and The West Australian (500,000 known users), Seven iD creates a comprehensive understanding of what Australians watch, listen to, read and engage with. Importantly, Seven iD moves beyond audience understanding to audience activation, allowing advertisers to identify and target high-value audience segments aligned to their business objectives. Extending beyond Seven’s own ecosystem, Seven iD also provides an opportunity for independent media companies to join the platform, enabling partners to commercialise their first party data, gain scale and co-create blended digital advertising products. Through live data collaboration and external partnerships with brands, advertisers can further enrich audience intelligence. Working alongside Seven Media Group’s LiSTNR Precision+ capability, brands can activate these audiences across premium owned environments, participating partner networks, and supported off-network platforms, including YouTube and Spotify, complete with campaign optimisation and effectiveness measurement.
Group Digital Commercial Director, Olly Newton, said: “While there’s ongoing debate in the industry around global versus local media platforms, our focus is simple: we want to build genuine, value-driven partnerships that deliver real business outcomes for agency and brand partners. We’re focused on building platforms for tomorrow, today, leading industry collaboration through our strategic joint venture that will redefine how Australia’s leading video inventory is planned, bought, delivered and measured.
“At the heart of this collaborative strategy is Seven iD, where we are opening our audience identity ecosystem to independent media companies, giving partners the scale to commercialise their first-party data and co-create high-performing blended digital products.”
To bring these audience insights to life, Seven Media Group has unveiled Studio Seven, a new integrated strategy, creative, research and content partnership capability combining the expertise of Seven’s 7RED and SCA’s Studio teams. Spanning television, streaming, radio, podcasts, publishing, social, sport and entertainment, Studio Seven delivers everything from standalone platform solutions to ambitious, fully integrated brand partnerships, including original branded content created specifically for advertisers. Studio Seven gives brands direct access to the Group’s producers, programming teams, talent, journalists and creators to build authentic integrations. Supported by dedicated research, insights and activation specialists, the team manages campaigns from audience understanding through creative development, production and execution, with effectiveness measurement built into the process.
Pioneering a unified future for media investment, Seven Media Group announced the development of Phoenix Exchange, a next-generation trading ecosystem combining Phoenix Video and Phoenix Audio. Designed as an open, technology-agnostic ecosystem with a unified interface, Phoenix Exchange will support direct transactions, programmatic buying, self-service, agency trading platform integrations and emerging agentic buying technologies. While Phoenix Exchange is in active development, Seven Media Group already offers cross-platform audience buying across television and audio. Phoenix Video builds on Seven’s established Phoenix platform to deliver unified audience buying across broadcast television and 7plus BVOD and short form video on 7news.com.au and thewest.com.au, enabling advertisers to plan against a combined audience objective with agreed platform splits, guaranteed audience delivery and dynamic optimisation between broadcast and streaming. Simultaneously, Phoenix Audio integrates SCA’s established Atmosphere technology into the broader Phoenix ecosystem, using AI-enabled tools to simplify campaign planning and booking across broadcast radio, digital audio streaming and podcasts, reducing processes that traditionally take hours to minutes.
The launch of Seven iD, Studio Seven and the development of Phoenix Exchange represent a comprehensive evolution in how Seven Media Group partners with the advertising industry. By connecting intelligence, creativity and trading capability into a single, cohesive framework, the Group is delivering a modern commercial proposition built to give advertisers simpler access, deeper audience engagement and proven ROI across Australia’s most powerful media assets.
