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Seven launching infotainment ads

Move over Brand Power. Seven moves on an advertising downturn with new 'infotainment' promotions coming.

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peternewThe Seven Media Group will offer its advertising clients new multi-platform infotainment campaigns that combine television, online, magazines and shopping centre promotions.

Responding to a downturn in advertising, Seven says its new “Infocus” series will consist of scripted TV commercials of 30, 45 or 60 seconds profiling products with six personalities. Each will cover six key themes.

Autofocus is presented by Neil Crompton, Techfocus is presented by Pete Blasina, Healthfocus is presented by Tom Williams, Foodfocus and Homefocus are presented by Sally Williams and Ecofocus is presented by Layne Beachley.

The new infotainment platform will utilise the Seven Network, Yahoo 7 and Pacific Magazines. A shopping centre component will offer a live Demoplus promotion in 20 shopping centres around Australia.

The Infocus series will run one advertiser per product category per month.

24 Responses

  1. No wonder Sally Williams isn’t on Brand Power anymore – she’s either been poached by Seven (most likely) or replaced for a newer version.

    I don’t mind how the commercial channels want to package their ads as long as they remain ads and are not misleadingly passed off as independent review segments/content (as Peter Blasina, the sponsored Gadget Guy tries to).

    I would like to know if the channels can pass off this stuff (advertorials) as “local content” in order to sneakily comply with their broadcast licence requirements. Anyone know?

  3. Will be interesting to see which brands jump onboard. Seven must think this is a great way to produce cheap paid for content which in the long run is pure filler. Think there is enough advertorials already.

  6. just continuing on from my last post, does this mean that they dont have/cant find advertising for the new 7SD2 so they give us this crap, they will make 4 or 5 and play them like 20 times a week.

  7. what the bet we will see theres ‘infotainment ads’ on 7SD2 like 2 times a night and the same ones over and over again all week, just another reason to buy on of thoes add-skipping PVR, ie. not a freeview one

  8. At least they’re finally admitting that Pete Blasina’s tech advice on Sunrise is bought and paid for and worth nothing as a result… 🙂

    All of the above is yet another reason why they’ll pry my “ad-skipping-capable” PVR out of my cold dead hands.

  11. i think its not a bad idea at least we will have some information on products and the presenters will no doubt know their stuff so thumbs up. Good idea

  14. is there any chance these adds will replace the overly frequent late night “sexy” advertisements for websites/phone numbers ? These infotainment seem the lesser of 2 evils if so…..

  16. These kind of ads are much better than the typical infomercials on now – like ab king pro, ped egg, time life dvds and cds, that indoor garden thingy, etc… The packages sound good for business to get their product out there.

  19. Newsflash: It’s commercial TV – a business.

    Love it how people with FTA think they deserve all the shows they want with not many commercial interruptions. What la la land are you living in?

  21. Oh god please no there are already enough adds and infomercial s**t on TV as it is seven have recently axed a country practice re runs for yet another hour of infomercial s**t oh well at least it isn’t as bad as the regional networks yet.

  22. Pete Blasina is a complete wank – all his tech ‘knowledge’ is sponsored by LG and Samsung amongst others, and his ‘recommendations’ are simply cash for comments…

    Zero credibility.

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