Fox Corporation’s advertising business has extended its partnership with iSpot that focuses on the continued build-out of Fox Advertising’s unified data and tech platform called AdStudio.
In a press release on Wednesday, Fox and iSpot said the partnership has been used to measure results across Fox’s entertainment, news and sports portfolio, helping ad buyers understand how media investments affect business outcomes such as box office sales and in-store foot traffic.
“The Fox AdStudio was built to help advertisers do more than simply reach audiences at scale,” Kym Frank, the Senior Vice President of Research at Fox Corporation, said on Wednesday. “Our partnership with iSpot has allowed us to prove how connecting with Fox’s engaged fandoms drives measurable business outcomes across every screen, giving advertisers greater transparency, accountability and confidence in their investments.”
Ad buyers are increasingly seeking performance-based measurement that goes beyond traditional reach and frequency data, the companies said. Through the integration of iSpot’s attribution tools with Fox AdStudio, those same marketers receive near real-time reporting that ties ad exposures to consumer behavior.
Over the last year, ads running across Fox’s broadcasting network, Fox News Channel, FS1, Fox Deportes and Fox Business Network delivered more than 142 billion television ad impressions, according to data cited by the media company. That represented more than 10 percent of the total television advertising market, with Fox News and Fox ranking among the top six networks by television ad reach, Fox said.
Fox also said three of its networks — FS1, Fox News and Fox — ranked among the top 10 for attention or effectiveness among the top 50 networks by reach.
A case study from April served as an example of the platform’s outcomes measurement work: In one quick-service restaurant campaign, Fox said it helped drive an average lift of 148 percent, compared with a 54 percent average lift from the rest of the advertiser’s linear television buy that month.
“These results reinforce the value of combining premium video inventory with advanced outcomes measurement that is both proven and trusted,” said Stuart Schwartzapfel, the Executive Vice President of Media Partnerships at iSpot. “Together with Fox, we’re helping advertisers move beyond assumptions and understand exactly how campaigns are performing in the real world.”
Fox and iSpot first began working together in 2015, when Fox adopted iSpot’s real-time television ad measurement capabilities. The relationship has since expanded to include creative measurement, audience verification and outcomes attribution across linear and streaming platforms.
