Foxtel Media Set To Shake Up Traditional Advertising Model With Suite Of Hyper-Personalised Offerings
Foxtel Media (formerly Multi Channel Network) is set to offer a suite of new advertising offerings shaking up traditional advertising models across both linear and digital platforms.
The new ad models and formats have been designed with a clear purpose, to enhance the viewer experience, while delivering increased impact for advertisers.
To be rolled out over the coming weeks, they include reducing ad loads and introducing new advertising opportunities across the Foxtel Media network.
Foxtel Media CEO Mark Frain said that as part of the journey to becoming more closely aligned to Foxtel, the business has reset the way it brings advertising to Foxtel’s highly engaged and valued customers to create the best of TV and On-Demand advertising, all in one place.
“Audiences are being presented with more choices today, which alter their viewing habits, and so it’s time for us to change the way advertising is delivered to these customers, and the subsequent outcomes that are generated for advertisers,” he said.
“Our new suite of ad innovations further extends our ability to talk to a more receptive audience, but now with lower ad loads, which make advertising stand out more.
“By introducing targeting to linear IP content and creating the themed and targeted short break structures on linear television, advertising on our platform becomes more impactful with greater relevance.”
The Foxtel Media new product line-up includes:
Q Break: Linear six second advertisements
Following a successful trial on Fox Sports News, Foxtel media will be rolling out six second ads across 15 broadcast channels. These ads will be presented as a Q Break: a bespoke 15-second slot that will run a three second intro to inform customers there is a quick ad break coming, and then two six-second ads at the end or start of a new program.
M Break: reduced linear ad loads
The M break represents a one minute ad break with only two advertisers running within the format on linear TV channels. We will therefore reduce the standard ad break in half and give back time to our viewer, whilst providing them with a more engaging advertising experience.
Unified digital ad experience across Foxtel
Foxtel Now and Foxtel Go will offer the same experience, with advertising now consistent across all Video On Demand content. This replaced formerly disjointed advertising formats across Foxtel’s VOD mobile and online platforms.
Ad-Pods: two pre-rolls, but no more than 30 second of ads across Foxtel Go and Now
Foxtel Media will be removing mid-rolls from all our BVOD on demand platforms to therefore never interrupt the viewing experience once a viewer commences watching. To allow advertiser to engage with our audience we’ll be transitioning to two pre-rolls, but for only 30 seconds of ads in totality, to allow customers to get to the content they love, quicker.
Targeted Video On Demand advertising:
Foxtel Media will be rolling out new ad targeting options based on de-identified, privacy compliant, subscriber data for our Video On Demand platforms. With our highly robust and creditable data, based on billing information, initial targeting will be available based on age, demographic, location and region, but will evolve over time with further personalisation.
IP Ad insertion
Foxtel Media will be upgrading live streaming across Kayo Sports, Foxtel Go and Foxtel Now to enable the insertion of digital advertising on what has of late been linear feeds directly streamed to viewers. This will increase inventory, while enabling advertisers to use the rich data from Foxtel’s digital assets to target those ads and make them more relevant.
Foxtel Media director of advanced advertising Nev Hasan added the new products were a disruption to many traditional advertising models, designed to create new and exciting opportunities for advertisers.
He said: “Innovation has always been a core part of our DNA and with our closer alignment to Foxtel, we are well positioned to offer new ways to connect with audiences, by bring greater targeting capabilities to better connect with our customers.
“It’s a win, win, whereby our customers get greater relevance in their viewing experience, less interruption, and buyers receive more impactful ways to target and engage their core audiences.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.