Fox teams up with leading supply-side platform (SSP) Magnite to boost programmatic for OneFox, a platform that allows advertisers to buy inventory across Fox’s various media assets.
Magnite is FOX’s exclusive launch partner (e.g. seller) for its OneFOX platform. The company will build custom technology to streamline the buying process for Fox. Advertisers can create one unified programmatic-guaranteed plan to deliver their private marketplace and programmatic campaigns across Fox’s entire portfolio, including Tubi, their FAST streaming aggregator service and anchor of the streaming strategy. Furthermore, advertisers can plan easier, since they only need to deal with one vendor for PMP and programmatic guaranteed campaigns across FOX properties.
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And that’s what they said
Dan Callahan, SVP Data Strategy and Sales Innovation at Fox Corporation said,
“In unifying our vast library of assets, we recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers.
Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with FOX audiences across all our properties. We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”
Mike Laband, SVP, Programmatic Platforms at Magnite said,
“With OneFOX, FOX has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency.
We look forward to building out technology to support this shift and streamline access to FOX’s suite of premium inventory for advertisers.”
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Tubi is doubling down on original programming and ad tech as part of its biggest year ever, two years after Fox Corporation purchased it.
A big news item that came out of the event is that Tubi will release more than 100 original titles over the next year. The company’s new programming will cover genres like Black Cinema, thrillers, horrors, sci-fi, romance, documentaries, and adult animation. The originals will join Tubi’s library of more than 40,000 premium movies and television titles, making it the largest library of free, ad-supported streaming.
Number-wise, Tubi highlighted 51 million monthly active users last quarter. The streamer also recorded 3.6 billion hours watched in 2021, a 40% year-over-year increase in total viewing time.
The platform reports double-digit growth in all audience segments over the past year, with the most growth among college-educated and affluent demos. The average age of Tubi’s streamers is 16+ years younger than that of non-streamers, covering a multitude of geographic, economic, and educational niches, and accounts for 40% of its user base.
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By far the fastest-growing AVOD service based on consumer awareness, Tubi delivers massive and incremental audiences at a scale with messages of transparency, originals, and “explosive growth.”
Tubi will expand its linear offerings to complement the platform’s current lineup of more than 100+ local and live news and sports channels. It has been announced that Fox’s The Masked Singer, TMZ, and Gordon Ramsay will join Tubi originals and Tubi en Español and will be available on the platform soon. Mark Rotblat, Chief Revenue Officer at Tubi said,
“Tubi’s approach of personalization allows for content for every community, and our record growth shows it is working. We’re doubling down on this approach while delivering our brand partners transparency and an opportunity to reach incremental, diverse and highly engaged consumers.”
New Solutions For Advertisers
Tubi is investing in its ad technology in order to provide advertisers with a better way to reach these audiences.
The company recently released the “Campaign Insights” report, which shows how brands can target audiences and contexts in a way analogous to TV, but with the transparency and power of digital. Advertisers gain more visibility and contextual awareness regarding where their ads run and the type of content they run on with the initiative.
Tubi’s latest ad solutions for brands include insights across the marketing funnel, along with its Certified Measurement Program, which has partnered with leading measurement companies like TVSquared, Foursquare, and Kantar. With Tubi’s low ad load and Advanced Frequency Management tool, campaigns are capped at the campaign level regardless of the demand source. Furthermore, Tubi’s ad tech includes integrated marketing, organic in-app placements, and prime pod placements to complement the viewer experience and drive impact.
It recently announced that it will be working with Nielsen on the extension of its relationship through its Digital Ad Ratings product (DAR). One of the first AVOD services to provide measurement across its entire footprint of over 25 devices will better meet advertisers’ need for third-party measurement.
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Samsung Ads rolled out the Samsung Onboarding Partner Program with leading data management platforms (DMP) and other onboarding platforms to help advertisers plan and buy TV ads using their first-party data sets.
The program will provide advertisers access to the curated audiences through data management platforms that include Acxiom, Adobe, Experian, LiveRamp,Merkle, and Oracle. More partners are expected to join next year. The program is yet another addition to Samsung Ads’ growing AVOD offering pool. The onboarding partner program offers advertisers to plan and activate TV campaigns leveraging their first-party data, It helps them to gain higher returns (ROI) on their data investments.
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Audience Advisor Accessibility
Advertisers planning to leverage the new program will have access to Samsung’s predictive planning tool -Audience Advisor. This means that the media planning guidance will be based on advertisers’ preferred segments and own audience data as well as Samsung Ads’ proprietary first-party TV data. The Audience Advisor tool produces data-backed predictions of scale, reach, and ad frequency for future campaigns based on budget. These integrations will also be made available through the Samsung Ads DSP in the first half of 2022.
Justin Evans, Global Head of Analytics & Insights, Samsung Ads said,
“Now, marketers can activate their most valuable asset in the Samsung Ads Ecosystem, their curated audiences made up of their own combinations of first-party and third-party data.”
He further added,
“Data and audience-driven TV is the future for advertisers and Samsung Ads is committed to bringing to market new tools and partnerships for advertisers to leverage different datasets in a safe and secure manner across their media buys.”
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Buy Your Own Data
Samsung Audience Advisor -a predictive campaign planning tool was launched in Q2, 2021. It allows advertisers to plug in any combination of first- and third-party data to understand the scale, behaviors, and time spent by their target audience in ad-supported video on demand (AVOD).
AVOD lets brands quantify their reach opportunities and gain an understanding of how much reach and frequency they can achieve at various budget levels. Advertisers can get more reach, scale, and efficiencies when they curate audiences through one of the onboarded DMP partners with Samsung Ads.
By the first half of 2022, Samsung Ads will incorporate Onboarding Partner Program and Audience Advisor into its demand-side platform. Molly Lashner, Media Hub’s associate media director, in a statement,
“We’ve had success activating advertisers’ first-party data on the Samsung Ads platform and rely on partners like Samsung to create turnkey integrations like their Onboarding Partner Program. This allows us to gain greater insights into streaming TV audiences and make our CTV campaigns even more powerful.”
Samsung Ads enables advertisers to leverage their first-party data to deliver stronger campaigns and results while ensuring consumer privacy preferences. In an analysis of hundreds of 2021 ad campaigns, Samsung found promising results. Brands that leveraged their own data generated up to 161% higher conversion rates than campaigns that did not. For entertainment campaigns, the audience advisor identified and targeted audiences who hadn’t been using a client’s product for some time. The tool found that this resulted in a 300% lift in conversion compared with audiences who were not exposed to the ad within the target segment.
Evans said that brands have started choosing partners who bring “substantial proprietary data to the relationship” as AVOD continues its share of total TV viewership.
“We are seeing and expecting more advertisers to lean into the partnership with us because they’re attracted to the differentiated data and insights that we provide.”
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Samsung Ads constructs a Connected TV predictive planner to help advertisers reach a particular audience in the AVOD space. The tool will help brands measure the scale, behavior, and time their targeted audience spends with ad-supported videos.
The analytical device, called ‘Viewers Advisor’, will utilize Samsung’s first-party data mixed with third-party information and will provide an insight to the businesses on how the audiences are spending time on AVOD along with their content preferences. The device can also be used for concentrating on Samsung buys across all budget levels.
As quoted by Adweek, Justin Evans, global head of analytics and insights for Samsung Ads said,
A lot of players were articulating that they were aware it’s an urgent need for them to be present in AVOD, but they felt they did not have the specific detailed understanding about how their audiences use AVOD—or even whether they do.
Our providing that type of information on a very specific deterministic basis was an important way for them to understand how to navigate CTV
How Will The Viewers Advisor Help The Advertisers?
`This device will help businesses in sectors like Auto, E-commerce, and CPG. Generally, brands can identify how and where target viewers watch TV when they upload first-party data or third-party data.
On the other hand, Samsung will assist to track viewing behavior using ACR technology and identify AVOD viewers in the target audience. In addition, it will also help brands understand the behavior of the target audience such as how many apps they use each day and at what times.
As per eMarketer, in 2021 advertisers will increase their upfront CTV video ad spending to $4.51 billion and expects to see nearly $6 billion in 2022. Samsung has 13 million heavy e-commerce consumers within its platform. Out of which 9 million consumers are classified as mostly streamers who spends 85% of their time watching CTV content. Half of them are focused on AVOD with viewers watching an average of 1.3 hours of AVOD per day.
As quoted by Ad exchanger, Justin Evans said,
“We’re in a position to paint a portrait for the advertiser of what the viewers’ advert expertise goes to be within the AVOD ecosystem. The attain and frequency profile we offer is about what sort of promoting success the consumer can obtain inside the Samsung ecosystem.”
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As reported by Adweek, Samsung’s AVOD offering will provide advertisers complete insights into the experience their targeted customers will have in AVOD which would make them comfortable to make investments and profits in this space and instruments. Viewers Advisor is the latest addition to Samsung’s AVOD ad offerings. Earlier also, the CTV company had added new ad experiences to enhance AVOD offering Samsung TV Plus.
Evans stated to Adweek that they are encouraging advertisers to spend a large part of their budget on AVOD.
“We see audiences spend larger chunks of their time in AVOD, and this capability tells advertisers how to spend that money wisely.”
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