Australia’s Seven Network has added KERV technology to deliver a shoppable ad experience for viewers.
The branded 7ACT product works with dynamically-inserted QR codes in video, and is in addition to its EAVE (enhanced advertiser and viewer experience) launched last year.
It will launch with a “programmatic-first” partnership with Matterkind and Initiative for Officeworks, as part of the latter’s Mind Grown campaign for children’s learning resources.
KERV is a patented video technology with a unique QR code response process which shifts where the mobile destination is directed, based on object-level AI.
Matterkind’s Flaminia Sapori says the approach allows them to trade easily on a variety of advertising products and innovative solutions for agencies and brands. “Ad product innovations like 7ACT represent a huge step forward for brands, leveraging high-impact and immersive formats to expand their addressable footprint,” she says.
“Most importantly, ACT’s use of QR codes enables accurate measurement of success across connected television, far beyond standard brand metrics.”