Live sports streamer FuboTV has partnered with Kantar to help its advertisers understand the effectiveness of their brand campaigns, helping to answer common questions from marketers about the effectiveness of ads on the platform.
The service launched in 2015 originally as a soccer streaming service but expanded into new verticals soon afterwards. As the connected TV (CTV) space has matured it has consolidated its positon in the North American market.
It will leverage Kantar’s media effectiveness product Brand Lift Insights, allowing advertisers and marketers running campaigns on FuboTV to better understand the effectiveness of their CTV advertising and benchmark their performance against that of their competitors.
Metrics under consideration will include brand awareness, brand favorability, consideration and purchase preference. The partnership was first trialed with a pharmaceutical brand, which found that media placements on FuboTV helped drive consumer preference for the brand across the overall audience and led to a +9 lift in purchase preference.
Many of the new streamers on the market will have to be able to point to such case studies to attract marketers through their door.
Diana Horowitz, senior vice-president of advertising sales at FuboTV, said: “Marketers understand that CTV is an extremely valuable advertising medium, combining a big-screen live TV viewing experience and premium content with capabilities like first-party addressable audience targeting – all in a brand safe environment. Now they can prove the value of CTV campaigns using Kantar’s CTV insights.”
Marco Parente, senior vice-president of product at Kantar, added: “We know marketing campaigns are seven times more impactful among a receptive audience, and leveraging the medium in the right way is crucial for a campaign’s success. That’s why partnerships like the one we have with FuboTV are critical in helping marketers evaluate and understand how to get the full value from their investments on CTV.”