iHeartMedia and Fox Networks Group (FNG) are teaming up for what the companies are touting as “the first suite of data-driven advertising products available to the marketplace offering campaigns including both Audio and Video creative units integrated onto one platform.”
Launching today is Smart A/V Audiences, which is designed “to bring the precision and immediacy of digital advertising to the scale of broadcast radio and television for the first time by creating custom audiences based on the combined power of FNG and iHeartMedia data sets.”
In the view of both FNG and iHeart, Smart A/V Audiences will enable brands to deliver more relevant messages by leveraging Smart A/V data to target consumers based on specific interests and passions — such as music, sports, specific shows, teams and personalities — and then serve to those audiences across a combined audio and video platform.
Brands will be able to deliver more compelling creative across platforms by tapping into local data and dynamic creative capabilities based on triggers like weather, sports scores, stock market performance and more.
Smart A/V Audiences will launch in beta this fall.
Smart A/V Audiences builds on iHeartMedia’s recently launched SmartAudio, which leverages the power of its programmatic solution to help advertisers evaluate, plan and buy broadcast radio, enabling them to build innovative campaigns that target key audience cohorts.
It also complements FNG’s latest initiatives, including OpenAP and UP//LIFT, which leverage new ad formats and data to deliver higher impact ad units.
“We launched SmartAudio with the goal of continually expanding it with innovative and impactful ways to help our advertising partners revolutionize the way they buy ads,” said iHeartMedia Chairman/CEO Bob Pittman. “Now by combining our assets with the unparalleled data and video assets of Fox, advertising partners can leverage audio and visual as one integrated platform. This is a major breakthrough for the industry and for marketers, allowing brands to leverage both audio and visual platforms to reach consumers like never before.”
FNG President of Advertising Revenue Joe Marchese added, “Our collaboration with iHeartMedia exemplifies our commitment to creating cross-platform and cross-company tools that enable us to efficiently and effectively deliver targeted audiences to brands, ensuring that the most impactful and engaging messages are being told. Smart A/V unites two companies that are innovators in their fields, and together we are uniting the power of customized targeting with real-time creative optimization across television and radio.”
The suite of data-driven products will include:
- Smart A/V Audiences: Audience profiles leveraging both companies’ collective data (auto intenders, moms, kids under eight, etc.) as well as more specialized audience profiles based on characteristics of their unique audiences (shows, sports, talent, news and music affinity, etc.)
- Smart A/V Adapt: Will enable creative and campaign optimizations that are driven by shared data and technologies. FNG will optimize flighting for brand lift performance and iHeartMedia will optimize creative messaging for the context of the consumer.