Advertisers are used to receiving quick updates on the reach of their TV commercials. Now, Fox aims to offer them fast insights into something they deem even more crucial.
Fox is expanding its collaboration with iSpot, a notable player among measurement-technology innovators, to provide data that shows whether commercials lead to significant business results, like buying a movie ticket or visiting a car dealership.
“Outcomes are incredibly important to brands beyond just measuring an impression,” states Kym Frank, senior vice president of research for Fox Corp., in a recent interview. She adds, “We want to provide our clients with what they really need, which is, ‘Did what I buy work?’ This measurement at scale enables us to enhance plan optimization and set expectations within specific categories.”
Linking ads to consumer outcomes has been a long-standing challenge on Madison Avenue. However, with the rise of streaming, where viewers can interact with on-screen content, advertisers are increasingly focused on these aspects. In May, Fox introduced a data report for clients that assesses commercial performance, examining factors like consumer awareness, purchase consideration, and viewer engagement, among other outcomes.
According to Stuart Schwartzapfel, executive vice president of media partnerships at iSpot, the partnership will provide essential data to all Fox clients more promptly. “Not just for the biggest spenders. And not six weeks after the fact,” he notes. This data will support strategies for both national Fox advertisers and small to medium-sized advertisers utilizing connected-TV platforms.
In the past, iSpot has formed intriguing measurement collaborations, such as with NBCUniversal, to develop a system intended to rival Nielsen’s metrics. However, when media buying agencies felt compelled to accept NBC’s chosen vendor, they became hesitant, allowing other players to enter the market.
The new agreement extends the relationship between Fox and iSpot that began in 2015, when Fox first implemented iSpot’s real-time TV ad measurement capabilities across its portfolio. Since then, the partnership has evolved to encompass creative measurement, audience verification, and business outcomes attribution across both linear and streaming platforms.
