It will be a new and nimbler Fox traversing the UpFronts and Cannes this year, evangelizing live events and enabling \u201cthe right mix of methodology and optimization\u201d for audience targeting. \u201cWe are excited about the new portfolio,\u201d Dan Callahan says of Fox Corp. following the sale of film and television assets to Walt Disney Co.<\/p>\n

\u201cIt does tie itself to emotional, meant to be viewed live events that create water cooler talk or social moments where people are interacting on Twitter, Instagram, Facebook,\u201d adds Callahan, the VP of Audience & Automated Sales. \u201cWe feel like the new company is designed for that live happens now, it\u2019s in the moment and it only happens once.\u201d<\/p>\n

Whether it\u2019s live linear or live connected-TV, \u201cwe feel like that\u2019s the most valuable viewing destination for our team to monetize.\u201d<\/p>\n

Fox News is the fuel for the new corporation, driving an estimated 70% of profit, according to Bloomberg Intelligence<\/a>. Heading into another contentious U.S. election cycle should help drive ads and viewing at the network.<\/p>\n

Fox\u2019s apps \u201ccontinue to be extremely strong,\u201d says Callahan. \u201cPeople are finding Fox Sports Go<\/a> through baseball season. Football season last year was gangbusters for us.\u201d<\/p>\n

Discussing distribution partners, he notes that programmers have typically retained 87% of advertising inventory while MVPD\u2019s and other distribution endpoints get 13%. In its relationship with Hulu, \u201cFox has owned the ad insertion on ninety percent of the ad inventory within the Hulu footprint.\u201d Even though Fox is no longer a co-owner of Hulu, the streaming service \u201cstill represents a great digital footprint for us with their growing number of subscribers.\u201d<\/p>\n

Asked about the local TV landscape, Callahan says companies like TEGNA Premion \u201care growing competitors. There\u2019s a number of different local market makers that are growing into what is really a national footprint at this point. TEGNA Premion, any of those guys are a must watch, a must coordinate with, partner with where appropriate.\u201d<\/p>\n

Meanwhile, Sinclair Broadcasting\u2019s purchase<\/a> of Fox\u2019s 21 regional sports networks from Disney \u201cshows how serious they\u2019re taking regional businesses and building a national footprint on it.\u201d<\/p>\n

With regard to the UpFronts this month and the Cannes Lions event in June, Callahan says to expect from Fox \u201cA nimble willingness to partner with brands and agencies in ways that we had not before. It\u2019s a much leaner organization where we can quickly get things up to the top, approved.\u201d<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It will be a new and nimbler Fox traversing the UpFronts and Cannes this year, evangelizing live events and enabling \u201cthe right mix of methodology and optimization\u201d for audience targeting. \u201cWe are excited about the new portfolio,\u201d Dan Callahan says of Fox Corp. following the sale of film and television assets to Walt Disney Co. […]<\/p>\n","protected":false},"author":17,"featured_media":60334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[3374,4497,7646,7978,7979],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60332"}],"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=60332"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60332\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60334"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}