Kantar and fuboTV Partner on Advertising Effectiveness to Prove the Power of CTV
Brands and marketers can now quantify their results and better understand the effectiveness of CTV advertising in driving sales and brand equity
NEW YORK--(BUSINESS WIRE)--Kantar, the world’s leading data-driven analytics and brand consulting company, today announces its partnership with fuboTV Inc. (NYSE: FUBO), the leading sports-first live TV streaming platform. The partnership, leveraging Kantar’s flagship media effectiveness product Brand Lift Insights, allows advertisers and marketers running campaigns on fuboTV to better understand the effectiveness of their connected TV (CTV) advertising and benchmark their performance against that of their competitors.
Together, fuboTV and Kantar enable advertisers to prove the direct impact of CTV campaigns on brand outcomes including brand awareness, brand favorability, consideration and purchase preference. CTV campaigns across fuboTV’s premium inventory can be activated directly or through fuboTV’s preferred programmatic partners and seamlessly evaluated using Kantar’s Brand Lift Insights. Advertisers can pair Kantar’s ad effectiveness capabilities with fuboTV’s first-party addressable data to access a fully authenticated and measurable audience that shows the brand impact of CTV.
fuboTV and Kantar recently ran a campaign effectiveness study with a popular over-the-counter pharmaceutical brand. The study 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, demonstrating the effectiveness and impact on brand outcomes. The study also allowed for comparison, showing that fuboTV’s campaign performance topped Kantar’s market norm across consideration and preference.
“We are thrilled to be partnering with Kantar to help marketers better link investments on CTV to business outcomes,” said Diana Horowitz, SVP, advertising sales at fuboTV. “Marketers understand that CTV is an extremely valuable advertising medium, combining the power, reach, and the big screen experience of traditional TV with capabilities like first-party addressable audience targeting — all in a premium, brand safe environment. Now they can prove the value of CTV campaigns using Kantar’s CTV insights.”
According to Kantar’s MarketNorms database, CTV ads excel at building short-term awareness. Ads that run across connected, streaming and over-the-top platforms are easily recalled (+76% higher than Online Video) and are proven to build purchase intent.
“Our goal is to be the single source of truth for our clients and to help them drive growth through meaningful insights. Our research shows that streaming is a category that continues to grow, not just in terms of active viewers but also ad receptivity, meaning consumers are interested in advertising featured on video streaming services,” says Marco Parente, SVP of Product at Kantar. “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.”
Kantar’s research finds that streaming keeps growing with the average number of subscriptions per household continuing to increase quarter over quarter (Entertainment on Demand) and that consumers have increased interest in advertising on video streaming channels (Media Reactions 2021).
For more information on how Kantar can support and drive your media effectiveness, click here.
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique, and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
With a mission to build the world’s leading global live TV streaming platform with the greatest breadth of premium content, interactivity, and integrated wagering, fuboTV Inc. (NYSE: FUBO) aims to transcend the industry’s current virtual MVPD model. fuboTV Inc. operates in the U.S., Canada, Spain and, through its acquisition of Molotov, in France.
Leveraging its proprietary data and technology platform optimized for live TV and sports viewership, fuboTV Inc. aims to turn passive viewers into active participants and define a new category of interactive sports and entertainment television. The company's sports-first cable TV replacement product, fuboTV, offers U.S. subscribers more than 100 live sports, news and entertainment networks and is the only live TV streaming platform with every Nielsen-rated sports channel (source: Nielsen Total Viewers, 2021). Subscribers can interact with fuboTV’s live streaming experience through predictive free-to-play games, which are integrated into select sports content.
Fubo Gaming Inc., a subsidiary of fuboTV Inc., launched Fubo Sportsbook, a next-generation mobile sportsbook purpose-built to integrate with fuboTV, in 2021.
Cautionary Note Regarding Forward-Looking Statements:
This press release contains forward-looking statements of fuboTV Inc. (“fuboTV”) that involve substantial risks and uncertainties. All statements contained in this press release that do not relate to matters of historical fact are forward-looking statements within the meaning of The Private Securities Litigation Reform Act of 1995. The words “could,” “will,” “plan,” “intend,” “anticipate,” “approximate,” “expect,” “potential,” “believe” or the negative of these terms or other similar expressions are intended to identify forward-looking statements, although not all forward-looking statements contain these identifying words. Actual results or events could differ materially from the plans, intentions and expectations disclosed in the forward-looking statements that fuboTV makes due to a number of important factors, including but not limited to risks related to its pursuit and engagement in acquisitions; its actual operating results may differ significantly from its guidance; risks related to fuboTV’s access to capital and fundraising prospects to fund its ongoing operations and support its planned growth; the restrictions imposed by content providers on its distribution and marketing of its products and services; its reliance on third party platforms to operate certain aspects of its business; risks related to its technology, as well as cybersecurity and data privacy-related risks; its ability to achieve or maintain profitability; its revenue and gross profit are subject to seasonality; its operating results may fluctuate; its ability to attract and retain subscribers; fuboTV may not be able to license streaming content or other rights on acceptable terms; risks related to its ability to capitalize develop and market a sports wagering offering and the regulatory regime and related risks associated with such offering; risks related to the difficulty in measuring key metrics related to its business; risks related to the highly competitive nature of its industry; risks related to ongoing or future legal proceedings; and other risks, including the effects of industry, market, economic, political or regulatory conditions, future exchange and interest rates, and changes in tax and other laws, regulations, rates and policies, including the impact of COVID-19 on the broader market. Further risks that could cause actual results to differ materially from those matters expressed in or implied by such forward-looking statements are discussed in its Annual Report on Form 10-K for the year ended December 31, 2021 filed with the Securities and Exchange Commission (“SEC”) and its other periodic filings with the SEC. fuboTV encourages you to read such risks in detail. The forward-looking statements in this press release represent fuboTV’s views as of the date of this press release. fuboTV anticipates that subsequent events and developments will cause its views to change. However, while it may elect to update these forward-looking statements at some point in the future, it specifically disclaims any obligation to do so. You should, therefore, not rely on these forward-looking statements as representing fuboTV’s views as of any date subsequent to the date of this press release.
Hollis Guerra, SVP
DBC Brand Communications