Seven is debuting a new shoppable, in-content ad product, 7CIC, as part of its launch of home renovation program, Dream Home . LG Electronics, View.com.
au, Youi Insurance, Alinta Energy and RSL Art Union are among the partners and sponsors for the show. Christopher Fifer , national head of program partnerships at 7RED, told Mediaweek that LG’s partnership with Dream Home will include 7CIC on 7plus . The product takes contextually relevant moments that line up with a client’s brand and are identified by 7CIC in content.
A “shop now” button appears and invites viewers to use their remote to open a full-screen ad with brand messaging and a QR code to direct people to the client’s website. “7CIC is a product we are debuting with Dream Home and LG is the first brand to be partnered with it. The product will also be something we will use throughout the year across all new Seven programs,” Fifer said.
“An important thing for us is ensuring that if something is not enhancing the viewer experience, we don’t use it because it otherwise just becomes cloudy. “We are also making sure that we use it at the right time. We’ve discussed religiously as a team to make sure that it’s not just used, it’s used contextually and used at the right moment.
It won’t be pop-ups that happen in pivotal moments, but will be organically used for customers to shop products they have seen used throughout the renovations on the show.” LG Electronics Australia marketing director, G.