Foxtel Media Set To Shake Up Traditional Advertising Model With Suite Of Hyper-Personalised Offerings

Foxtel Media Set To Shake Up Traditional Advertising Model With Suite Of Hyper-Personalised Offerings
SHARE
THIS



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. 

Please login with linkedin to comment

Foxtel Foxtel media

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]