Fox Corp. Strikes Cross-Platform Measurement Deal With Innovid

by Wayne Friedman , October 12, 2022

As major cross-media measurement deals are increasingly being formed among legacy TV network-based companies, Fox Corp. has struck a multi-year partnership with Innovid for the measurement company’s cross-platform TV service.

In particular, Fox looks to boost business for Tubi, its free, ad-supported streaming service.

InnovidXP uses a national footprint of household-level data from smart TVs, automatic content recognition (ACR) and connected TV (CTV) ad impressions, from its cross-platform measurement offering a deduplicated view of audiences, which will be used by Fox TV networks and the Tubi platform.

The new deal will allow Fox to manage in-flight campaign efficiency and effectiveness and advertising frequency and will reveal media and creative optimizations. This data will be available to connect TV to online and offline outcomes.

Preliminary results from Innovid for Fox, for example, show a strong connection between Fox and Tubi.

Fox says cross-media TV campaigns build incremental reach by an average of 75% or more on Tubi, adding that “eight out of ten Tubi households have proven to be unreachable by linear.”

In the wake of Netflix starting up an ad-supported TV streaming service, it has made measurement deals with Integral Ad Science and DoubleVerify, according to an AdAge report.

Netflix representatives did not respond to inquiries by Television News Daily about the story by press time.

advertising, audience measurement, campaigns, connected tv, cross-platform, data, media measurement, netflix, streaming, television, tubi

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