Foxtel Media has announced a series of strategic partnerships aimed at deepening audience insights, improving advertising effectiveness, and driving better business outcomes for brands. In collaboration with CommBank iQ, Adgile, and tvbeat, the media company is set to enhance campaign planning, measurement, and ROI for advertisers while also spearheading key industry research initiatives as part of the Video Futures Collective (VFC).
CommBank iQ and Foxtel Media: Unlocking Purchase Behaviour Insights
Foxtel Media’s partnership with CommBank iQ taps into a wealth of de-identified payment data from over 7 million Australians, giving advertisers insights into purchasing behaviour that Foxtel Media says will link advertising activity to sales.
As CommBank iQ’s first video partner for digital audience measurement, Foxtel Media will use this data to track how campaigns convert to sales, optimising media planning and audience targeting.
Nev Hasan, chief sales officer at Foxtel Media, commented, “Measurement is the key to proving media-planning effectiveness. By partnering with CommBank iQ, we’re further equipped to help advertisers not just reach premium audiences but understand how their investments lead to specific outcomes”.
The collaboration has already uncovered insights into the spending habits of Foxtel customers, with significant differences in categories such as travel and quick-service restaurants (QSR). Foxtel Group customers spend 73 per cent more in the travel sector compared to non-customers, while Kayo and Binge subscribers outspend non-subscribers by 50 per cent in QSRs.
Adgile Partnership: AI-Driven ROI Tracking
Kicking off in 2025, Foxtel Media will launch a new partnership with Adgile to provide independent verification of ad performance across its linear and streaming platforms. Powered by Adgile Catalyst’s deep-learning AI, this partnership will offer detailed ROI tracking, starting with benchmarks from ten key categories built from Adgile’s extensive database of over 300 clients.
“The partnership with Adgile is a direct result of our clients’ requests for actionable insights,” said Hasan. “We’re unlocking next-generation planning for our clients with enhanced ROI reporting and audience targeting.”
tvbeat Partnership: Converting Linear TV into Digital Ad Opportunities
Foxtel Media is also revolutionising its linear TV advertising offering with tvbeat, converting traditional TV spots into digitally tracked and reported impressions. This breakthrough will enable improved audience targeting and allow linear ad buys to be traded programmatically, giving advertisers greater flexibility.
“Foxtel Media’s partnership with tvbeat is a game changer for our linear offering,” said Hasan. “Linear audiences still hold huge value, and by converting these to digital impressions, we can move from a standard demographic buy to highly targeted behavioural segments.”
Tvbeat’s research has shown that 30-50 per cent of linear ad inventory is currently undervalued. Still, through this new approach, inventory value could increase by up to 90 per cent, thanks to better monetisation and measurement.
Video Futures Collective: Leading Industry Research
Foxtel Media’s commitment to advancing video advertising extends beyond partnerships. The Video Futures Collective (VFC), which counts Amazon Advertising, Disney and YouTube among its members, has launched two major research projects in partnership with industry leaders such as MAGNA Global, Wesfarmers, and Amplified Intelligence.
The first project, in collaboration with BeatGrid and Wesfarmers, will examine the impact of premium video advertising on business outcomes. It aims to measure the effectiveness of cross-screen campaigns by tracking reach, frequency, and brand lift across VFC member platforms.
The second project, in partnership with Amplified Intelligence and Omnicom Media Group (OMG), will be the largest Australian study into attention and context amplification in video streaming. The research will explore how engagement with premium content affects advertising outcomes and aims to establish common industry metrics around attention.
Dr Karen Nelson-Field, CEO of Amplified Intelligence, noted, “This project will be the most extensive research undertaken in Australia to establish how the engagement from must-watch content translates to attention in ad experiences.”
With these partnerships and research initiatives, Foxtel Media is positioning itself as a leader in driving the evolution of video advertising.
Toby Dewar, director of customer engagement at Foxtel Media, emphasised the importance of these efforts: “At the start of this year, we asked brands what mattered most in the video marketplace. The feedback was clear: brands need the proof, tools, and support to invest more in video, and we’re delivering on that promise.”
As 2025 approaches, Foxtel Media’s innovative partnerships with CommBank iQ, Adgile, tvbeat, and its leadership within the VFC, signal a transformative shift in the future of video advertising.
