×

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

  • South Park Donald Trump

    TV News Roundup: Comedy Central Sets 'South Park' Season 23 Premiere Date

    In today’s TV News roundup, Comedy Central announces the premiere date of “South Park” Season 23 and Netflix sets the premiere date and offers a first look at “Unbelievable.”  DATES Comedy Central announced that Season 23 of “South Park” will premiere Wednesday, Sept. 25 at 10 p.m. Because the episodes are written and animated so [...]

  • US actor Kevin Spacey (C) is

    Kevin Spacey Shouldn't Be Exonerated in Hollywood Even as Criminal Case Ends (Column)

    The news that criminal charges against Kevin Spacey in the Nantucket groping case have been dropped raises an inevitable question: does this mean he can claw his way back into Hollywood’s good graces? Or maybe more importantly: should it?  Spacey’s rapid descent was startling, even as it quickly followed that of the once untouchable producing [...]

  • Game of Thrones

    HBO's Return to Emmy Nomination Dominance May Be Short-Lived (Column)

    As Hollywood braces for the coming streaming wars, HBO’s huge Emmy nomination haul this week sent a new salvo Netflix’s way: The streamer may have the volume, but HBO still has the goods. At least this year. HBO’s record-breaking 137 nominations came on the strength of just 23 programs — led, of course, by “Game [...]

  • Lionsgate CEO Jon Feltheimer

    Starz Nears Realignment: Why Lionsgate Won't Hire a CEO to Replace Chris Albrecht

    Nearly six months after Starz CEO Chris Albrecht exited in February, Lionsgate brass is moving closer to a revamp of the premium TV network’s executive structure. According to insiders, at least one thing is clear: Albrecht is not expected to be replaced as CEO. Instead, Lionsgate chief executive Jon Feltheimer is taking a more active [...]

  • Titans Ep. 102

    'Titans' Crew Member Dies After Stunt Goes Wrong at Special Effects Facility

    A crew member of DC Universe show “Titans” died following an incident during rehearsal at a special effects facility in Toronto on Thursday. The stunt, which involved a car, went awry when a piece of the car broke off unexpectedly and struck a special effects coordinator. Production will be shut down for two days. “We [...]

  • One Percenter TV Shows

    New Wave of TV Shows Lets Viewers Watch the Rich Get Their Just Deserts

    “Blessed are the poor in spirit: for theirs is the kingdom of heaven,” reads the sign at the entrance to the massive Gemstone family compound. It goes on: “No trespassing.”  “The Righteous Gemstones,” the new HBO comedy debuting Aug. 18, depicts a family that’s as pious about other people’s fortunes as it is protective of its own. Led by patriarch John [...]

  • Stephen Hillenburg (Exec. Prod. Spongebob)'The Spongebob

    'SpongeBob SquarePants' Team Honors Stephen Hillenburg at Comic-Con

    The cast of “SpongeBob SquarePants” paid tribute to the late Stephen Hillenburg during their panel at San Diego Comic-Con on Thursday. “SpongeBob to me represents Steve in a really profound way,” said Bill Fagerbakke, who voices Patrick Star. “The nature of that character is what the whole show is built on and so it’s kind [...]

More From Our Brands

Access exclusive content