Retailer enters the high-tech world of interactive advertising.

 

Officeworks has become the first advertiser with Seven West Media that has launched Australia’s first ‘shoppable ad’.

 

The media group has partnered with video technology company KERV Interactive to deliver its shoppable ad offering known as 7ACT, with Officeworks as its launch advertiser.

 

The “Australian-first” product allows advertisers to dynamically insert QR codes seamlessly into video assets, enabling brands and content creators to showcase specific products, offer relevant information and provide contextual shopping opportunities.

 

7ACT, an addition to Seven's Enhanced Advertiser and Viewer Experience (E.A.V.E.) initiative, launches with a programmatic-first partnership with key agency partners Matterkind and Initiative, developing an all-new campaign for Officeworks.

 

The QR code response process on 7ACT is unique to KERV and allows information and shopability to dynamically shift where the mobile destination is directed, based on the KERV object-level AI.

 

Officeworks is using 7ACT as part of its ‘Growing Minds’ campaign, providing children with new avenues to grow and learn through a range of learning resources.

 

“Our mission with premium ad experiences such as 7ACT is to make advertising more enjoyable, more engaging and more relevant through personalisation,” Nicole Bence, Seven West Media network digital sales director, told advertising trade magazine Ad News.