CTV ad tech business Innovid has paired up with Fox Corporation for cross-platform measurement, using InnovidXP to track delivery, impact and performance across the broadcaster’s media channels.
InnovidXP takes household-level data from smart TVs, ACR and CTV ad impressions to provide a deduplicated view of audiences, alongside real-time insights to manage in-flight campaigns, the company explained. By deploying the tool across Fox networks and its AVOD service Tubi, the insights are said to help advertisers scale a range of desired audiences across different types of content.
Innovid quotes findings that show 80 percent of Tubi households to be “unreachable by linear”, enabling brands who add Tubi to a Fox linear campaign to reach incremental audiences at an average of 75+ percent. Such campaigns “demonstrate the value of Tubi Unique Content Categories in building incremental reach with contextually relevant and transparent genre environments,” the companies said.
“Fox and Tubi are redefining the way advertisers approach TV investments by prioritising analytics that prove the value of converged TV,” said InnovidXP president Jo Kinsella. “We are thrilled to support this collaborative effort to unite linear and streaming with cross-platform audience measurement and look forward to delivering advertisers the insights and metrics that matter today.”
The partnership serves as an expansion of Innovid’s relationship with Tubi that commenced last year. This week the AVOD business launched its 200th FAST channel, as well as announcing new investment in original content. It acts as a complementary distribution model for Fox, which acquired Tubi for $440 million in 2020, allowing the broadcaster to reach younger consumers less likely to watch linear TV.
In April, Tubi extended its relationship with ratings firm Nielsen to widen its scope for advertisers. Nielsen’s Digital Ad Ratings product gauges streaming across different screens, including certain CTV devices, taking co-viewing into account. The duo described the deal as “a step towards increased industry coverage provided via Nielsen One,” the company’s upcoming cross-media measurement tool.
Now the broadcaster hopes that combining measurement of both linear and Tubi under InnovidXP simplifies investment strategies for Fox advertisers. The company also teamed up with Comscore last month to provide local TV measurement across Fox Television Stations. According to Fox, these partnerships offer advertisers the data required to help them strategically align brands with consumers.
“As more viewers engage with content across multiple screens, it remains vital that we continue to work with our ad partners and provide them with the necessary data and insights that further display the value of converged TV and the engaged audiences and concentrated impact Fox delivers,” said Dan Callahan, Senior Vice President, Data Strategy & Sales Innovation at Fox.