Recent cross-platform campaign analysis from InnovidXP highlights how the combination of FOX (with its news, sports and entertainment content) and Tubi will enable advertisers to scale a wide range of desired audiences across content types. It shows the value of ‘Tubi Unique Content Categories’ in building incremental reach, harnessing genre-based environments that are contextually relevant to the advertiser. Findings have shown that, on average, eight out of ten Tubi households cannot be reached with broadcast linear TV. Innovid says buyers will be able to achieve incremental audience reach averaging 75+% when adding a Tubi buy to a FOX linear campaign.

“As more viewers engage with content across multiple screens, it remains vital that we continue to work with our ad partners and provide them with the necessary data and insights that further display the value of converged TV and the engaged audiences and concentrated impact FOX delivers,” says Dan Callahan, Senior Vice President, Data Strategy & Sales Innovation at FOX. “Our partnership with Innovid is another step forward in expanding and delivering cross-platform measurement solutions that further align with our advertisers’ objectives.”

Tyler Fitch, Senior Vice President, Advanced TV & Partnerships at Tubi, adds: “For more than a year, Tubi has been working in lockstep with Innovid to quantify the unique reach that streaming delivers to advertisers beyond linear [broadcast] – providing top TV advertisers with actionable insights. Tubi and Fox have a shared vision to create the optimal environment for advertisers to efficiently reach the right audiences across multiple platforms and screens. InnovidXP brings this vision to life with consistent, accurate and scalable cross-platform TV measurement.”

Jo Kinsella, President, InnovidXP, concludes: “Fox and Tubi are redefining the way advertisers approach TV investments by prioritising analytics that prove the value of converged TV. We are thrilled to support this collaborative effort to unite linear and streaming with cross-platform audience measurement, and we look forward to delivering advertisers the insights and metrics that matter today.”

Tubi is available in the U.S., Canada, Australia, New Zealand Mexico and a small number of other markets (but not in Europe).

The measurement platform is driven by over one billion TV impressions (delivered to more than 95 million households) which are processed daily. The “currency-grade” impression data processed by the solution is linked to an ad serving footprint that represents 88% of U.S. CTV homes, according to Innovid.

InnovidXP measures a range of KPIs to help brands achieve their reach and performance objectives across all advertising categories. Metrics include audience reach and frequency, as well as creative performance, and lower-funnel metrics linked to both online and offline activities. The company also emphasises that the solution has an automated and secure, tag-free process for onboarding brands at scale.

Jo Kinsella, President, TVSquared by Innovid said: “Advertisers have long called for an independent measurement solution that can provide a unified, consistent, cross-platform view of advertising, alongside meaningful, actionable metrics. InnovidXP has answered that call.”

The launch of InnovidXP comes a few months after the company’s acquisition of TVSquared.

The massive shift of brands moving into the streaming world is one of the main factors driving the change in measurement, with brands now spending “north of 20% of their total TV budgets in the streaming space,” according to Chalozin. He believes that, in the next few years, marketers will move away from correlating campaigns by reach and towards optimising campaigns by tying them to specific business KPIs. Chalozin notes that several large companies working with Innovid – such as Peloton, GoDaddy and Expedia – have already taken an interest in tying TV spending to outcomes in a much more centralised way.

Innovid believes its measurement platform provides a unique value proposition due to the company’s access to ad server data. Chalozin argued that one of the most important elements for measurement in the CTV space is access to the raw data of the ads that were delivered, with data on as many attributes as possible such as device ID, the app and the user. With Innovid being an ad server that serves individual ads into properties across many territories, the company does not need to license data from any external party. He remarked: “We don’t need data partnerships because we are generating the data and building the measurement product on top of it.”

Since buying TVSquared – a cross-platform measurement company originating from the UK – Innovid has worked with brands to tie campaigns to digital outcomes, such as app downloads, website visits and search lifts. The company has also increasingly done more offline attribution such as store visitations, “but those are a lot more probabilistic than deterministic obviously,” Chalozin said.

He remarked that many large legacy and multinational companies are still focused on the upper side of the marketing funnel, looking to determine true reach and unduplicated reach for their campaigns. Chalozin said: “You spent 10 million dollars on your campaign, and you bought media from 50 different media owners – ESPN, Pluto TV, Tubi, ITV etc. – and you want to know what exactly is the individual reach, how many households each and every one of those suppliers contributed, and what is the true overlap throughout the campaign, not on an overall basis but on a day by day basis to really know how you should optimise your campaign – either the next one, or this one in real-time. We’re looking for the most coherent way to tell that story.”

TVSquared has reported that its total preliminary revenue for 2021 is expected to be $20-22 million. The company – with clients and partners that include NBCUniversal, Sky, Roku and Hulu –  says it tracks more than 100 million households across the globe, and over 75 CTV platforms. The purchase price agreed in the deal consists of $100 million in cash and approximately $60 million in stock consideration. The transaction is expected to conclude by the end of Innovid’s fiscal second quarter.

Zvika Netter, CEO and Co-Founder of Innovid said: “In acquiring TVSquared, we aim to provide the most complete view of the total TV and digital universe through a scalable, currency-grade measurement platform. Additionally, we immediately accelerate and broaden our scope globally, as brands, agencies, publishers, and broadcasters on six continents rely on TVSquared to maximise reach, identify the right audiences and drive business growth with TV. As the market demands greater accountability, Innovid and TVSquared are reimagining the future of cross-platform TV measurement together.”

Calum Smeaton, CEO and Founder of TVSquared, also commented: “Innovid and TVSquared share complementary visions to transform TV measurement through a comprehensive view of audiences across all devices and platforms worldwide. Joining forces establishes a cross-platform measurement solution that maps one of the largest datasets of audiences, homes, and devices, at scale, across linear, CTV, and digital video.”

In July 2021, NBC Olympics – a division of the NBC Sports Group – selected Innovid to provide ad management solutions for its coverage of the Games of the XXXII Olympiad which took place in Tokyo last summer. Later in the year, the company began trading on the New York Stock Exchange, and has since released preliminary full-year 2021 financial results, estimating revenues of $89 million-$90 million (with a 30-31% year-over-year growth).