The Seven Network has announced the launch of Phoenix, a new total TV trading system, set to go live on 2 March 2025. The system, which is powered by market-leading technology, aims to revolutionise planning and buying across metropolitan, regional and digital platforms. Phoenix is set to open for bookings in early December this year.

"Phoenix is the future of total TV audience trading in Australia, powered by market-leading technology that will forever change media buying," says Katie Finney, Seven National Television Sales Director. This new system is set to provide a single view of brands and audiences across the Seven ecosystem, shifting the focus to trading audiences rather than channels.

Phoenix is designed to offer a streamlined media buying experience that delivers better value through new trading models, optimised campaign delivery, and data-driven audience insights. "Phoenix brings together the massive reach and audience of the screens of Seven for brands to invest in across the capital cities, regional Australia and digital. It uses inventory optimisation and AI audience prediction engines to make buying significantly more efficient and to deliver guaranteed outcomes, making every marketing dollar go further," explains Gereurd Roberts, Seven Group Managing Director, Digital.

The integration of AI technology is a key part of the Phoenix roadmap, thanks to Seven's partnership with Databricks, a leading cloud, data and AI company. Phoenix will utilise inventory optimisation and AI audience prediction engines to make buying more efficient and deliver guaranteed outcomes.

"Phoenix unlocks new opportunities for Seven to deliver our national, total TV audience to our partners. Through Phoenix, we expand upon our market-leading expertise in converged trading, as well as launch our new dynamic trading model, with more inventory, more channels, and more markets included. Our ambition is to drive more effective campaigns, from reach and frequency through to ROI, improve ease of trade and efficiency for our partners, and provide complete certainty over outcomes. Phoenix enables us to challenge our ways of working and identify new opportunities that benefit everyone," says Alex Tansley, Seven’s Head of Advanced Advertising.

According to the company, every total TV campaign as part of Phoenix will include real-time effectiveness reports, providing transparency and insights for advertisers to measure their campaign's success. digital.