Fox, iSpot Aim to Deliver Faster Data Tying Ads to Business ‘Outcomes’ (EXCLUSIVE)
Advertisers are accustomed to getting quick info on how many people their commercials reach on TV day after day. Now Fox hopes to give them speedy data about something that many marketers consider even more important. Fox and iSpot, one of a group of measurement-technology upstar
The partnership between Fox and iSpot is a significant development in the world of advertising, as it aims to provide faster data on how ads are driving business outcomes, rather than just measuring reach and viewership. This shift in focus is crucial for marketers, who are increasingly under pressure to demonstrate the ROI of their ad spend. By delivering data on business outcomes, Fox and iSpot are helping advertisers to better understand the effectiveness of their campaigns and make more informed decisions about their marketing strategies.
The use of measurement-technology startups like iSpot is also noteworthy, as it highlights the growing importance of data and analytics in the advertising industry. Traditional TV measurement methods have long been criticized for being slow and inaccurate, and the rise of new technologies is enabling advertisers to get a more complete picture of their ad performance. As the industry continues to evolve, we can expect to see more partnerships like this one, as media companies and tech startups work together to deliver more sophisticated measurement and analytics capabilities.
So what's next to watch? As this partnership begins to bear fruit, we can expect to see more emphasis on "outcomes-based" advertising, where the focus is on driving specific business results rather than just generating impressions. We'll also be keeping an eye on how other media companies respond to this trend, and whether they follow Fox's lead in partnering with measurement-tech startups to deliver more advanced data and analytics capabilities. With the upfronts just around the corner, it's likely that we'll see more announcements like this one in the coming weeks and months.
Originally reported by variety.com. StyleNews adds analysis for culture, style & media readers.