FOX and FreeWheel Partner to Bring Programmatic Addressable Capabilities to Set-Top Box Video on Demand Across Comcast Footprint
Fox Corporation has partnered with FreeWheel, a Comcast Company, to introduce programmatic trading of addressable set-top box (STB) Video on Demand (VOD). This innovative collaboration allows advertisers to execute targeted campaigns within Comcast households for FOX content viewed on-demand, enhancing FOX's advertising capabilities that also include Tubi. The Trade Desk is the first demand-side platform to integrate with FOX's VOD inventory. This partnership aims to enhance television advertising by offering new transactional opportunities and increasing demand for premium content.
- Introduction of programmatic trading for addressable STB VOD, enhancing advertising capabilities.
- First demand-side platform integration with The Trade Desk, facilitating addressable campaigns.
- Potential for increased advertiser demand for FOX's programming and greater market reach.
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Today, Fox Corporation (Nasdaq: FOXA, FOX) announced that it has partnered with FreeWheel, a Comcast Company, to enable programmatic trading of addressable set-top box (STB) Video on Demand (VOD), marking an industry first for a television network. Through this partnership, FOX offers advertisers a path to execute addressable household-level campaigns on any of its content viewed On Demand within the Comcast Xfinity footprint. This adds to the programmatic trading capabilities for the FOX portfolio, including Tubi, the company’s free AVOD platform available on Xfinity X1, Xfinity Flex and Cox Contour devices.
“Advertisers continue to recognize that television remains the best platform for reaching a mass audience in a premium environment and to drive greater brand awareness,” said Dan Callahan, SVP of Data Strategy and Sales Innovation for FOX. “As audience viewing patterns increase across more platforms, FOX continues to focus on expanding our addressable capabilities and offering advertising partners multiple solutions for their media plans. Our partnership with FreeWheel enables us to deliver targeted advertising to Comcast households who are watching FOX’s popular series on their VOD platform.”
The Trade Desk is the first demand side platform (DSP) to complete the integration, enabling advertisers to execute addressable guaranteed campaigns on FOX VOD inventory. VOD viewing represents an increasing portion of most programmers’ total viewing hours, enhancing the importance of bringing greater data-enablement and automation to this segment of the viewing population.
“Advertisers continue to crave more inventory from TV networks and their supply side partners, which is why this combined solution from FOX and Freewheel hits the mark,” said Jon Tabak, GM, Strategic Partnerships, The Trade Desk. “Historically, TV has been somewhat of a blind spot from a digital advertising perspective. By further expanding our platform’s reach in the TV ecosystem, our clients have a clearer picture of their advertising investment and total impact across screens and devices, especially the biggest screen in the room.”
The partnership with FOX is part of FreeWheel’s overall effort to build programmatic capabilities for addressable television. These capabilities will allow demand partners to target audiences against a programmer’s VOD inventory on a guaranteed, fixed price, fixed volume basis. The goal is to allow advertisers to transact on television and premium video inventory in new ways that continue to meet their buying objectives, while opening up additional scale and increasing demand for media companies’ valuable audiences.
“At FreeWheel, we believe in the power of Premium Programmatic, which must extend across all platforms where premium content is being viewed. FOX and The Trade Desk have been tremendous partners in working on this important VOD development that brings data and automation to such an important, and still untapped, growth area for television advertising,” said Dave Clark, General Manager, FreeWheel. “It truly illustrates that technology can help programmers and advertisers work together in a way that elevates the opportunities for both.”
FOX and FreeWheel expect additional integrations with demand partners in the coming months.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
About Fox Corporation
Fox Corporation produces and distributes compelling news, sports and entertainment content through its iconic domestic brands including: FOX News Media, FOX Sports, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.
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