New custom build - win7 dvd won't boot

Setup:
Complete new build, including a new win7 dvd. Mobo is an ASUS z97-a. Can get to BIOS setup fine, all hardware is recognized as expected.

Problem:
I can't get the system to boot to the install disks. I've tried the obvious stuff (making sure that it's set bootable as first priority in the bios, verifying the disk is good on another system, and even borrowing a known good optical drive and installing that).

I'm assuming it has something to do with advanced boot settings (CSM? UEFI? I didn't have to muck with this stuff in my previous builds over the years, I would just set boot order and the OS would install from the optical drive).

Anyway - help? :)

Also - I have tried explicitly F8'ing to boot from the optical drive. Also to clarify - the disk is a brand new one, OEM for system builders.

Thanks, no dice though. When I get the boot utility up, it still lists the devices. When I select my dvd drive it still just tosses me into the UEFI BIOS utility.

One thing I noticed - the boot menu doesn't actually list the dvd drive as UEFI. I see this with both dvd drives I tried (the new and the loaner). I assume that's not good?

(Ps -windows install disk is win7 sp1 if it matters).

Another detail - I looked at the cd contents and I don't think it's UEFI bootable.

I'm sort of fumbling in the dark, but from other things I read, I tried disabling secure boot, set CSM to enabled, and set the dvd to boot as "legacy oprom and set the boot device as legacy only". Unfortunately the result doesn't change -I use f8 to get the moot menu, select the dvd drive, it goes black/no messages, then sends me back to the UEFI bios utility. Arg!