Joining
all big TV network groups, Fox is unveiling a number of data-based advertising products -- beyond age and gender data -- in time for the upfront marketplace for all its networks.
Fox Networks
Groups is releasing Audience Insights Manager (AIM), a suite of data-enhanced buying tools designed to improved TV marketers effectiveness of linear and nonlinear ad buys.
“Fox has never
been afraid to be different, and this is a bold step toward changing the conversation from efficiency to effectiveness,” stated Toby Byrne, president of advertising sales of Fox Networks Group.
“AIM enables brands to transcend traditional industry metrics to better target their audience and deliver their message.”
Fox primary products under AIM include:
--
Optimized Audience Read: A proprietary data engine to improve campaign performance by recommending commercial inventory based on advertiser-supplied targets. It provides a tCPM (targeted cost per
thousand) read of consumer audience delivery.
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-- Target Audience Guarantee: Providing a single linear tCPM guarantee across Fox networks using Fox’s television platform to forecast and
optimize campaign performance.
-- Multiplatform Guarantee: Offering a platform-agnostic premium content audience package with a tCPM guarantee across linear and nonlinear properties.
-- Linear Programmatic Buying: Allowing advertisers to buy Fox national inventory against advanced audience targets within a private marketplace.
Various other media companies, including
NBC-Universal, Turner Broadcasting, Viacom, and Disney-ABC, have started data-based advertising efforts for marketers.