CANNES: JUNE 20, 2017 – Fox Networks Group (FNG) today announced in a joint appearance with YouTube at the Cannes Lions International Festival of Creativity that it will be joining YouTube in adopting the Six Second Ad format. These non-skippable video ads will be deployed first across FNG’s digital, on-demand properties, and eventually on linear television.
This is the first time that a broadcast television company has committed to the ad format, which YouTube introduced last year. The six-second format strikes a balance between appreciable brand lift and optimal user experience as more consumers than ever watch premium video content on-the-go. FNG will be building the ads internally and billing them by viewable impression as determined by Moat.
“One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs,” said David Levy, Executive Vice President of Nonlinear Revenue at Fox Networks Group. “We’re excited to deploy this new format, which will be a welcome addition to our Advanced Ad Products portfolio.”
FNG is working to improve the viewer experience of watching television across all platforms through reduced ad loads, innovative technology and data. The new six-second ad format complements FNG’s growing suite of advanced ad products, including Open A.P. and UP//LIFT, which leverage industry-leading ad innovation to drive the highest results for brands.
Tara Walpert Levy, Vice President of Agency and Media Solutions, Google & YouTube, added: “We are excited to see Fox embracing six seconds as a valuable ad format for a cross-device world. Since we piloted this format last fall, we’ve seen on YouTube that six seconds is both long enough and short enough – it’s great for on-the-go users who appreciate the succinct message, for creatives who appreciate the constraint, and for brands who value the consistent results."
About Fox Networks Group
Fox Networks Group (FNG) is a primary operating unit of 21st Century Fox (NASDAQ:FOXA). FNG consists of Fox Television Group, which includes Fox Broadcasting Company and 20th Century Fox Television; Fox Sports Media Group; Fox Cable Networks, which includes FX Networks and National Geographic Partners; and Fox Networks Group Europe, Asia and Latin America. Together these units create, program and distribute the world’s most popular entertainment, sports and nonfiction programming.
Fox Networks Group
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Fox Networks Group
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