Fox Integrates iSpot business outcome and audience validation measurement | Ad Tech | News | Rapid TV News
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Aiming to give the network access to a variety of granular performance metrics for advertising across linear and OTT inventories, real-time TV ad measurement and attribution provider has deployed its technology with the FOX Corporation.

ispot logoFOX will employ iSpot’s conversion methodology to capture sales funnel activity resulting from TV ad exposures across its networks and the broader TV landscape. Using performance benchmarks established by iSpot’s advertiser clients, FOX will quantify lift associated with its campaigns and also have a basis of comparison for competitive networks and audience selling strategies.

Using its methods In analysing incremental demand and sales lift, iSpot says that FOX’s portfolio of channels were shown to be particularly strong drivers of ROI for client brands across a number of industries, delivering an average incremental lift of +28.1% above the mean lift. This is defined as additional demand or sales activity caused by exposure to advertising within FOX programming across the 17 advertiser categories iSpot measures.

In addition, the FOX portfolio was said to have outperformed the industry average conversion rates for most categories, with especially effective performance in the automotive, restaurants, wireless telecom, travel, specialty retail, and media and communication companies.

“FOX is committed to providing the most current and reliable outcome measurement capabilities to our brand partners,” explained executive vice president, sales research insight and strategy Audrey Steele. “We are pleased to be working with iSpot to unlock new layers of support for the value of TV advertising and, in particular, the sales-driving strength of FOX’s leading sports, news and entertainment networks.”

“FOX has a long history of trailblazing the TV industry into the future and this measurement integration is yet another example of incorporating next-generation technologies for the benefit of its customers,” added Stu Schwartzapfel, SVP of media partnerships at iSpot. “Having access to attribution measurement at scale enables FOX to perform ad inventory optimisation and demonstrate business outcome-based benefits to client partners. In addition, FOX will be able to validate ad impression delivery measurement capabilities that enable a transparent view into the reach and frequency delivered to advertisers across networks, dayparts, and genres at the individual ad airing level.”