Foxtel Media to integrate Kantar viewing data into Mediaocean ad platform
Foxtel Media will integrate Kantar Media analysed viewing data into the Mediaocean ad infrastructure platform, with agencies given access to quarter-hour data for all linear Foxtel entertainment and sporting platforms.
The Kantar data will be available in SpectraMD as soon as early October, and Foxtel Media will access the data using the AdvantEdge software engine from Kantar Media’s TechEdge software unit.
First announced at last year’s Upfront, the partnership with Kantar Media will deliver an audience measurement service with data collected from over one million Foxtel set-top boxes installed in Australia using Return Path Data (RPD) technology, with 24 months of viewing data having been processed and analysed since then.
The measurement system will incorporate “data validation, processing, demographic mapping, capping (in other words, adjusting long viewing sessions into realistic viewing levels) and quality control” to provide a more granular understanding of pay television consumption, and subscriber behaviour.
“We should all be able to confidently measure and trade digital currency in a digital world,” Foxtel Media chief Mark Frain said at last October’s upfront.
“Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we’d be negligent if we leave this data idling for another minute.
“That is why we’ve engaged with Kantar, a world-renowned and locally familiar measurement player, to process and analyse viewing data from the true scale of set top boxes being used in Australia. We’re looking forward to delivering new insight into our audiences to aid media planning.”
Since February, Foxtel Media has been sharing this analysed data with sports partnership clients to track the weekly delivery of campaigns.
“In just nine short months, Foxtel Media has been able to build a robust solution that paves the way for seamless data integration across multiple media platforms, including those used by agencies, strategic partners, and research collaborators,” explained Foxtel Media CSO, Nev Hasan.
“This milestone is a testament to our dedication to providing the tools necessary for our partners to thrive in an increasingly competitive market.
“By enhancing the depth of insights and enabling real-time, data-driven decisions, this integration ensures our partners stay ahead as the media landscape evolves, optimising their strategies with the most accurate audience metrics available. So, make sure you update Mediaocean now to access Kantar data soon.”
Foxtel Media said it will be supporting all partner agencies through the Mediaocean update “via a series of roadshows that will help navigate the new data integration and show agencies how to best harness insights for optimal campaign planning”.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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