There continues to be a myriad of fascinating and creative
data-fueled solutions introduced into the sales process by media networks this
year. One of the more recent ones is FOX’s AIM which, according to Audrey
Steele, SVP Sales Research & Marketing at FOX Broadcasting, offers “a suite
of advanced advertising tools that use consumer target and behavioral data to
offer varying degrees of campaign optimization flexibility.”
It started with a series of meetings and discussions with
select clients. “Needs are different agency to agency and client to client,”
Steele explained, so with that in mind, the FOX team of executives and a group
of expert consultants in data, technology and engineering, set out to create a
system whose core guarantees on client targets for both base and incremental
buys. “We’re putting our money where our
mouth is and holding ourselves to a more meaningful standard.”
FOX AIM offers four products, according to Steele:
• Optimized Audience
Read: Uses Fox’s proprietary data engine to improve campaign performance by
recommending commercial inventory based on advertiser-supplied precision
targets and by providing a tCPM (targeted cost per thousand) read of consumer
audience delivery.
• Target Audience
Guarantee: Provides a single linear tCPM guarantee across Fox Networks
using Fox’s premier data enabled television platform to forecast and optimize
campaign performance.
• Multi-Platform
Guarantee: Offers a platform-agnostic premium content audience package with
a tCPM guarantee across linear and nonlinear properties.
• Linear Programmatic
Buying: Empowers advertisers to buy Fox national inventory against advanced
audience targets within a private marketplace. This allows for integration with
leading media buying and demand-side platforms.
The data components of this initiative include a mix of 3rd
party linear and nonlinear data sets and custom first and second party data
that ultimately will be leveraged in a unified fashion for multiplatform buys,
enabling true cross-screen optimization.
A particularly satisfying aspect of this initiative for me is
that the Research department has played an active and integral role in the
development of the product. “Research has been central to bringing together the
partners, data sets and measurement objectives,” Steele noted, “but developing
tools that capitalize on the value of attention in our content, in this case by
making relevance a key part of the audience deliverable, is a primary focus of several
areas of the company,” which is also developing a suite of engagement ad
products.
This article first appeared in www.MediaBizBloggers.com
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