Foxtel Media has announced four new offerings to provide advertisers expertise in more targeted, dynamic media delivery as part of a realignment towards digital.
The new offerings are Foxtel Xplore Audience targeting on Kayo, addressable audience targeting on Foxtel Go, the ability to target in-venue viewers on Fox Venues, and a new Dynamic Trading Platform.
Speaking at the Foxtel Group 2021 Showcase, Foxtel Media CEO Mark Frain (main photo) said that the group was quickly moving towards a future where all ads across Foxtel platforms are served digitally.
“The Foxtel Media team are charging towards our future – one where premium audiences meet quality content. Where greater engagement drives savvy investment based on superior data. The advances we are announcing today reflect both Foxtel’s transformational business strategy over the past few years, and significant investment across our technology stack to bring better experiences to audiences and advertisers,” he said.
Foxtel Xplore on Kayo offers media agencies the ability to plan against advanced targeting segments using Foxtel data, matched with agencies’ own first party data. It is ready for campaign activation today, enabling advertisers to reach Kayo’s 624,000 subscribers.
Addressable Go, an enhancement to Foxtel Go, now allows for digital ads to be inserted into the live streaming service, opening up extra access to premium live shows. Go, the IP linear product, attracts 60% of total live commercial BVOD minutes viewed across the Foxtel network.
FOX Venues now offers advertisers a separate ad feed beaming directly into the 3,850 pubs and clubs across Australia where AFL and NRL fans gather to enjoy the game.
Rounding out the new offerings is a new Dynamic Trading platform, based on an AI Decision Engine. The platform optimises client campaigns to reach highly targeted audiences within the best content. Foxtel Media has pioneered automation and certainty in TV buying, and this platform has been developed to put the trading part of Foxtel Media’s business directly into the hands of agencies, with more accurate forecasts, greater certainty, and ultimately, more control
Frain added: “As we move into the accelerated post-Covid media world we have our feet on the ground and our eyes on the horizon. It will be digital, addressable, high-quality BVOD that drives our growth coupled with greater data connection to the linear channel offering. We will continue to maximise our linear performance, and meet advertiser needs, whilst also recognising that our consumer needs continue to change.”
“Our partners and clients can have confidence in our strategy, because it’s working already, as proven by the success of Kayo and Binge, and the new products we’ve shared today in Xplore Audiences, Addressable Go and Fox Venues.” he added.
