Foxtel Media has announced a number of significant partnerships at its 2025 Upfront at Sydney’s historic White Bay Power Station.
Foxtel Media’s tvbeat partnership
A partnership with tvbeat will digitise linear ad impressions for enhanced targeting, reporting and programmatic trading.
The subscription TV platform said the translation of linear ad impressions into digital will enable improved audience targeting, ad analytics and programmatic trading of linear ad buys.
With linear subscribers representing 30% of total subscribers, Foxtel Media noted its linear ad offering remains sticky and engaged – a strong offering for brands and agencies. However, booking and trading linear impressions has historically been a difficult process. Linear impressions are more rigid and fixed, with limited demographic targeting and reporting. Conversely, digital ad impressions are more malleable, enabling ads to be personalised, precisely targeted, and reshaped based on the viewer’s behaviour.
Nev Hasan, chief sales officer Foxtel Media said, “Foxtel Media’s partnership with tvbeat is a game changer for our linear offering and will provide far greater flexibility for advertisers. Linear audiences still hold huge value and this value should not be held to ransom by outdated trading and analysis. The conversion to digital impressions opens the opportunity to move a once standard demographic buy into a highly targeted behavioural segment using our Characters product. Linear impressions can then be traded programmatically – still brand safe and premium – and be included in the reporting with the rest of a digital buy.”
In early 2025 brands and agencies will be able to trade all Foxtel linear channels as digital buys that can be bought through direct insertion order or programmatic workflow to help drive campaign efficiency.
Robert Farazin, CEO tvbeat said, “The Foxtel Group supplies high-quality content but the demand for traditional, spot unit-based buying is shifting to audience impression-based buying. Working with Foxtel Media, our solution will capture the opportunity of growing CTV demand, resulting in less waste, higher yield and better buyer ROI for advertisers on linear TV. By automating the sale, delivery and measurement, advertisers can enjoy much greater ease-of-execution and enhanced reporting.”
tvbeat currently provides set-top box measurement services for Sky Media in the UK which is independently verified and audited by RSMB. It also provides advertising optimisation services for Sky Media in the UK, Italy and Ireland, and CFlight services.
Foxtel Media’s Nev Hasan
Foxtel Media partnership with CommBank iQ and Adgile to unlock campaign ROI measurement
A new partnership with CommBank iQ and Adgile to unlock deeper insights for greater audience targeting to better inform advertising effectiveness was announced at the Upfront.
As CommBank iQ’s inaugural partner across video for digital audience and measurement, Foxtel Media will leverage the de-identified data set of Australia’s largest bank with over 7m people, providing advertisers with unique insights into purchasing behaviour through de-identified payment data, enabling them to track precisely how campaigns convert to sales.
Via CommBank iQ’s industry analysis, brands will be able to understand the market size and performance of relevant industries, providing an advantage to protect and grow their share among competitors. Foxtel Media will also leverage CommBank iQ to add over 100 new attributes for audience segmentation, enhancing its addressable offering, Characters, early next year.
Nev Hasan said, “Measurement is the key to proving media-planning effectiveness. By partnering with CommBank iQ we’re further equipped to help advertisers not just reach premium audiences, but understand how their investments lead to specific outcomes and provide them with the tools they need to optimise media planning.”
Also kicking off in 2025, a new partnership with Adgile will offer independent verification of impression delivery across Foxtel linear and streaming platforms, tracking performance and business outcomes based on attention, response and conversion.
Powered by Adgile Catalyst, an investment allocation tool with deep-learning AI, brands and advertisers will gain in-depth insights on the ROI of their video spend, helping determine the most effective way to invest across Foxtel platforms. The initiative will start with the benchmarks of 10 categories, built from Adgile’s ROI database of over 300 clients.
Hasan added, “At the heart of what Foxtel Media offers is Watchability: a premium ad experience in a premium content environment. The partnership with Adgile is a direct result of our client’s requests for actional insights, and we’re pleased to unlock next generation planning for our clients with enhanced ROI reporting and audience targeting.
“With now having all of our data in one place with Kantar, we have incredible optionality in where we send this data. These two ROI partnerships are the catalyst and starting point for this ROI evolution for our business.”
Claire Butterworth
‘Foxtel Media’s new offerings provide additional peace of mind for brands’
Claire Butterworth, national head of investment at GroupM, said: “In an environment where every dollar counts, Foxtel Media’s new offerings with CommBank iQ and Adgile provide additional peace of mind for brands that want to minimise risk and amplify efficiency by allowing them to determine how to deploy budgets across Foxtel’s premium platforms to their greatest effect, plus see the direct impact of their spend. We’re excited to work with Foxtel Media and continue to unlock insights and drive campaign success for our clients.”