McDonald’s, Suncorp, Uber some of Binge’s first partners for ad launch this week

Foxtel Media has signed on 21 brand partners ahead of its upcoming advertising launch for its streaming service Binge, with the list including McDonald’s, Suncorp, Uber and more.

Foxtel said its new product was modeled on Kayo Sports and has watchability at its core, promising “minimum impact on the viewing experience but maximum impact for brands”.

The brand partners are spread across 12 business categories:

  • Insurance (AHM, Youi, Suncorp and Bupa)
  • Food (McDonald’s, Guzman y Gomez, Subway)
  • Travel (Flight Centre, Tourism Tasmania)
  • Auto (Hyundai, Mitsubishi Motors)
  • Meal Delivery (Uber)
  • Furniture (Snooze, Bedshed)
  • Business and banking (MYOB, Bendigo Bank)
  • Confectionary (Mars)
  • Film distribution (Universal)
  • Beverages (Beam Suntory)
  • Utilities (Origin Energy)
  • Health and Beauty (L’Oreal)

“With the lightest ad loads on the market, high definition available now to Binge basic and our new multi-year deal with Warner Bros Discovery, Binge is the place where our audience and partners will experience watchability, connectivity and useability,” Foxtel Media entertainment sales and partnerships director, Daniella Serhan said.

“We’re extremely excited to see the levels of engagement across the market on the launch of advertising on BINGE and anticipate the great results that come with it.”

Foxtel claimed Binge’s “low ad clutter formula” and select solus breaks would provide brands access to “highly engaged” audiences, citing internal research finding spontaneous ad recall rises 34 percent in this format.

Youi head of marketing strategy and planning Dave Annesley said: “We’re very excited to come onboard as one the first advertising partners on Binge. The service already offers premium content which attracts significant audience numbers.

“Foxtel Media has done a great deal of work to ensure advertising plugs in seamlessly and we look forward to working together to reach a whole new audience.”

Advertising will be available on Binge from March 30th on its entry level tier, Binge Basic, featuring a frequency cap of one per hour.

Earlier this month, Foxtel signed a new multi-year deal with Warner Bros Discovery to retain exclusive rights to HBO and Max Originals content in Australia.


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