The OpenAP<\/a> audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year\u2019s Upfront was \u201cvery, very strong\u201d for Fox, \u201cthis Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,\u201d says Noah Levine, SVP, Audience and Automation Solutions, Fox Networks Group.<\/p>\n

Advertisers are looking to solve two particular types of problems, Levine explains in this interview with Beet.TV. They are seeking more concentration of impressions against \u201cwhatever it is that they looking to target,\u201d or \u201clooking to get incremental reach beyond the audience that they\u2019re currently able to be exposed to.\u201d<\/p>\n

He dubs \u201cexciting\u201d some synergies that exist between the way Fox offers its inventory and how agencies plan. The latter wants to optimize against a precision target across all the media sellers within the TV ecosystem. This is typically done by networks and dayparts.<\/p>\n

\u201cWe can optimize down to the selling title level, we can optimize down to the quarter hour level, we can optimize down to the spot level,\u201d says Levine<\/a>. \u201cThat\u2019s a really big part and then the other part is frequently what we do with this new type of conversation about buying against precision audiences is we help de-risk.\u201d<\/p>\n

This is done by offering guarantees against advertisers\u2019 actual audiences \u201cthat the advertiser and the agency is investing a lot of time and energy and money and resources into planning against.\u201d<\/p>\n

Levine divides the video market into three segments: linear, addressable TV and digital.<\/p>\n

Linear is extremely well-defined with a currency and rating system that, while still panel-based, provides \u201ca concept of unduplicated reach\u201d along with \u201can agreement for calculating impression delivery.\u201d<\/p>\n

Calling addressable TV \u201ca younger market,\u201d Levine notes that while early movers tended to be MVPD\u2019s, Fox currently can offer advertisers access to between 10 and 12 million addressable households.<\/p>\n

\u201cWhat\u2019s different between a lot of the programmers and MVPD\u2019s is that we\u2019re selling our national ad minutes,\u201d Levine says. \u201cWe have a lot more frequency, depending upon if you have broadcast only or cable network only, or a mix of the two. It\u2019s somewhere between five to eight times the amount of ad minutes that an MVPD has.\u201d As for digital, the \u201cvast majority\u201d of Fox\u2019s inventory \u201cis actually viewed on the TV set.\u201d<\/p>\n

Digital TV impressions, he adds, are \u201cactually the same type of impressions as addressable and, by the way, they\u2019re not all that different from the impressions that are delivered in the linear world.\u201d<\/p>\n

This video is part of a series The New Marketplace for Television Advertising, presented by dataxu.\u00a0 \u00a0Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year\u2019s Upfront was \u201cvery, very strong\u201d for Fox, \u201cthis Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":50266,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7088],"tags":[3531,3898,4342,5144,6183,6273],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50114"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=50114"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50114\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50266"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50114"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50114"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}