Fox Links with Comcast for Targeting Individual Households via Set-top boxes & Streaming

By: Jeff Chester | Oct 25 2017
ISPs, Programmers, Digital Platforms, Advertisers web of connected relationships require antitrust and consumer protection scrutiny.

Fox Network Groups has begun selling advertising in the video-on-demand content from its channels that is addressable on an individual household basis through Comcast Cable set-top boxes and streaming via Hulu.

TV networks are looking for ways to create innovations in advertising that can increase its value in an increasingly digital age. Fox has already been selling precision audience targeted ads on its linear network with its AIM solution. It is also a partner in Open AP, which is attempting to standardize selling ads based on specific audience targets rather than the traditional broad age and sex base demographic groups.

Comcast Cable has done addressable ad campaigns using dynamic ad insertion technology with its corporate sibling NBCUniversal.

Working with Fox is part of a trial program to see how the distributor can work with programmers on addressable advertising. A source indicated that Comcast is conducting addressable trials with another, unnamed, network group.

Both Fox and Comcast use Freewheel, a division of Comcast, to handle ad insertions.

Fox’s addressable effort is unique because in addition to working with Comcast’s subscribers, it can also offer viewers streaming on-demand programming from Fox Networks including Fox Broadcasting, FX, National Geographic and Fox Sports via Hulu.

Noah Levine, senior VP, advertising data & technology solution at Fox Network Group says that between Comcast and Hulu Fox and its advertising clients more than 10 million households on an addressable basis.

Levine was expected to announce Fox’s new addressable advertising effort at the B&C/Multichannel News Next TV Summit in New York Wednesday (Oct. 18), part of NYC Television Week.

“Our strategy is to continue selling to linear buyer through Fox AIM linear,” Levine said. “Now we can also work with the addressable buyers to pursue the addressable opportunity.” Fox is looking to add cross-platform precision audience targeting.

“Our goal is to be able to provide audience targeting across our very wide portfolio of content regardless of the distribution modality,” Levine said.

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