Joe Marchese, president of advertising revenue for Fox Networks Group, said both Fox and NBC’s deal with Moat’s Video Quality Scores will measure video across all on-demand viewing environments.
In part, Fox will be working alongside NBCUniversal. “FNG [Fox Network Group] and NBC are enabling Moat’s Video Quality Score across all on-demand viewing environments and collaborating to bring Moat measurement to linear,” according to release.
Marchese said: “FNG will guarantee against Moat’s Video Quality Score for the FNG portions of any campaign that implements Moat campaign-wide.”
For advertisers, the company is offering a new “brand life optimization system” called UP//LIFT, powered by true[X] -- the advanced advertising unit of Fox Networks Group.
Fox says, for example, "sentiment’" data gathered by UP//LIFT on Fox Sports Go app during a 1 p.m. NFL game can be leveraged to determine which creative a car company will run in a 4 p.m. broadcast.
Marchese also says Fox will look to incorporate new advertising solutions -- that includes sequencing creative in a program, cross-platform optimization of campaigns and single sponsor ‘exclusivity’ within on-demand streams.
As a result of these efforts, Fox says, its FX network will no longer be selling standard commercials across digital and on-demand viewing environments.
Fox Network Group also said it is starting up its own in-house integrated marketing agency agency, called All City. The unit will be led by Tony Sella, former chief creative officer of Fox Filmed Entertainment.