×
You will be redirected back to your article in seconds

Fox TV Stations Will Offer Programmatic Buys

The TV-station unit of 21st Century Fox said it would allow advertisers to buy advertising inventory from its stations with programmatic technology, giving new momentum to a method of ad buying with which many marketers have experimented.

Fox Television Stations said it would use WideOrbit, an ad-tech firm, to help clients buy inventory controlled by the stations and automate transactions with specific buying partners, among other things. Fox’s Television Stations Group operates 28 stations in 17 markets and covers 37% of U.S. homes.

“Based on our tests over the last year, we are convinced that programmatic advertising will be a complementary additional sales channel for our stations,’ said Jim Burke, president of sales for Fox Television Stations, in a statement. ” Opening a programmatic sales channel is a clear win for everyone involved in the media buying process and we’re proud to be the first network owned-and-operated group to offer it to our buying partners.”

Programmatic buying helps marketers place ads according to a predefined set of data — and get it at what is believed to be a more efficient price. The technique is gaining more traction as Madison Avenue attempts to place advertising on TV in much the same way it does in digital arenas, with precision and in a way that can reach an audience more narrowly defined around a set of behaviors or characteristics.

The move “makes it simpler and more appealing for our clients to buy local media,” said Jennifer Hungerbuhler, executive vice president of video and audio buying for local media at Dentsu Aegis, in an interview. “Buying based on behavioral and attitudinal information allows us to do more advance targeting and get beyond age and gender media buys.”

Fox said WideOrbit has access to inventory from more than 750 stations that reach  more than 93% of U.S. households and 270 million people. “Fox’s embrace of programmatic advertising shows that it is committed to setting up its stations to capitalize on new revenue opportunities and offering its customers robust solutions for making better audience targeting decisions and automating processes,” said  Eric R. Mathewson, founder and CEO of WideOrbit, in a statement.

 

More TV

  • Eliot Goldberg

    AMC Networks Unscripted Head Eliot Goldberg Steps Down

    Eliot Goldberg, AMC Networks’ executive vice president of nonfiction and alternative programming for AMC, Sundance TV and BBC America, is departing the company after six years. Marco Bresaz, senior vice president of nonfiction and alternative programming, will lead the nonfiction programming group going forward. Kelly Nash, who was recently promoted to vice president of nonfiction [...]

  • A LITLLE LATE WITH LILLY SINGH

    Lilly Singh Mocks Disney Plus 'Outdated Cultural Depictions' Warnings for Racist Movies

    Lilly Singh lampooned Disney Plus’ disclaimer that certain older movies include “outdated cultural depictions” on her NBC show. The YouTube and late-night TV comedian took issue with Disney’s euphemistic phrasing — pointing out that the warning is really about the “racist” tropes in decades-old movies that were made for kids. Disney Plus includes “a bunch [...]

  • Gloria Calderón Kellett Signs Overall Deal

    Gloria Calderón Kellett Signs Overall Deal With Amazon

    Gloria Calderón Kellett has inked a multi-year overall deal at Amazon. “I have been so blown away by the original series coming out of Amazon,” said Calderón Kellett. “Their commitment to supporting creators, specifically women, has been next level. It’s clear they are committed to supporting outstanding, quality television. When I met the diverse Amazon [...]

  • 'Big Brother' Spain in Storm Over

    'Big Brother' Spain Caught Up in Storm Over Video of Alleged Sexual Assault

    Disturbing footage has emerged of a “Big Brother” Spain contestant being confronted by producers with video of herself allegedly being sexually assaulted by another housemate on the reality show – and then being told not to talk about it with her fellow contestants. Carlota Prado was brought into the “Big Brother” house’s “diary room,” where [...]

  • Dollface TV Show

    'Dollface' Production Crew Balances Grounded Elements With the Bizarre

    Hulu’s new comedy “Dollface” stars Kat Dennings as Jules, a woman jumping back into friendships after breaking up with her boyfriend. Production designer Susie Mancini and prop master Sarah Snyder were tasked with balancing the grounded elements of the show with the satirical and fantastical moments that also exist within the series’ world.  Woom, the [...]

  • Models on the catwalkVictoria's Secret Fashion

    Why the Victoria's Secret Fashion Show Was Canceled

    Goodbye, angel wings and bedazzled undergarments. The Victoria’s Secret Fashion Show is officially canceled. L Brands’ CFO Stuart Burgdoerfer confirmed to analysts on the company’s earnings call on Thursday that the hourlong special, which has aired since 2001, would not be happening. Why? The official answer is that L Brands — the parent company of [...]

  • supreme court byron allen comcast

    Africa Channel Owner, Congressional Black Caucus Blast Comcast Over Byron Allen Case

    The Congressional Black Caucus and an owner of cable’s Africa Channel have turned up the pressure on Comcast, blasting the cable giant for its business practices and legal strategy in fighting Byron Allen’s racial discrimination lawsuit. Paula Madison, an owner of The Africa Channel (TAC), issued a lengthy statement criticizing Comcast for what she characterized [...]

More From Our Brands

Access exclusive content