The Seven Network has unveiled its new Advanced Advertising division. This move is positioned as signifiying the company's commitment to spearheading the development and introduction of innovative trading models across its national converged total TV ecosystem.

The newly formed team will be at the helm of Phoenix, an advanced total TV trading system. Phoenix amalgamates the reach and audience of Seven's screens and its digital platform, 7plus. Notably, this will be the first instance of dynamic trading being made available for regional markets.

'Phoenix and the Advanced Advertising team will provide new ways of buying total TV and deliver a guaranteed, seamless and effective audience delivery as measured by VOZ, along with attribution tools and data enrichment direct from 7REDIQ, which incorporates the customer data platform for over 13.5 million registered 7plus users," Seven West Media's Chief Revenue Officer, Kurt Burnette, said.

The Advanced Advertising division will be led by Alex Tansley, previously the Head of Converged Audience Trading. Joining him will be Liz Beverley, who takes on the role of Campaign Delivery and Optimisation Manager after a 14-year stint at Multi Channel Network/Foxtel Media. Matt Murphy, formerly a Senior Insights Analyst at Seven, has been appointed as Audience Predictions Manager.

Tansley shared his vision for the new division. "With Phoenix, Seven is creating the future of total TV audience trading in Australia, underpinned by world-leading technology. The Advanced Advertising team will place the client at the forefront of everything we do, ensuring more effective and efficient outcomes across all campaigns," he said.

In late 2022, Seven made a significant stride by activating Australia's first-ever fully converged total TV campaign. Since then, it has activated over 50 fully converged campaigns.

Burnette expressed his optimism about the future, stating, 'As the market rapidly evolves to total TV and video trading across screens and recognises its clear benefits, the demand from the market and the technology and capability that Seven is building has exponentially increased. Phoenix will be an absolute game changer for marketers and media agencies – and the new Advanced Advertising team will be at the forefront of its rollout and implementation.'