Brands and marketers can now quantify their
results and better understand the effectiveness of CTV advertising
in driving sales and brand equity
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.
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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.
About Kantar:
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.
About fuboTV:
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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220301005176/en/
Media: Hollis Guerra, SVP
DBC Brand Communications hguerra@daddibrand.com 805-403-0705
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