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.