Fox Corporation is going to use InnovidXP, Innovid’s cross-platform TV measurement solution – enabling the media owner to provide a de-duplicated view of audiences on its TV networks as well as the FOX Entertainment-owned Tubi platform (the ad-supported streaming service that started to work with Innovid last year). As well as showing de-duplicated audience (and therefore incremental reach in linear/streaming campaigns), InnovidXP supports frequency management and inflight campaign optimisations (including for creative). It is also possible to link TV exposure to online and offline outcomes. The InnovidXP solution leverages a national footprint of household-level data from smart TVs, ACR and CTV ad impressions.
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).
