FuboTV – the global Sports streaming service – is partnering with analytics and brand consulting company, Kantar, to measure the direct impact of CTV campaign on brand outcomes. The collaboration will leverage fuboTV’s first-party addressable data and Kantar’s flagship media effectiveness product – Brand Lift Insights – to report the impact of ads on brand awareness, brand favorability, consideration and purchase preference.
Advertisers can activate CTV campaigns directly or through fuboTV’s programmatic partners, which can then be evaluated using Brand Lift Insights. The companies say the service will allow marketers to compare their performance against competitor brands.
FuboTV and Kantar report running a campaign effectiveness study with a popular pharmaceutical brand which found media placements on the sports streaming service drove consumer preference for the brand across the overall audience. The study also shows a +9 lift in purchase preference was achieved, and notes that – comparatively – fuboTV’s campaign performance exceeded Kantar’s market norm for consideration and preference.
Diana Horowitz, SVP, Advertising Sales at fuboTV said, “We are thrilled to be partnering with Kantar to help marketers better link investments on CTV to business outcomes. 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.”
Marco Parente, SVP of Product at Kantar commented, “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.”
“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.”