iHeartMedia and Fox team up to deliver targeted audio and video advertising

iHeartMediaiHeartMedia and Fox Networks Group have come together to launch a data-driven suite of audio and video advertising products that will enable advertisers to target specific audiences.

Smart A/V Audiences gives brands the ability to deliver relevant messages by leveraging both iHeartMedia’s and Fox’s data. Using this data, consumers can be targeted based on specific interests and passions – like music, sports, shows, teams and personalities – through both audio and video.

Included in the suite of products are Smart A/V Audiences and Smart A/V Adapt. Audiences contains profiles leveraging both companies’ data, as well as audience profiles based on characteristics of each unique audience segment. Meanwhile, Adapt enables creative and campaign optimisations driven by shared data and tech. Fox will optimise flighting for brand lift performance, and iHeartMedia will optimise creative messaging for the context of the consumer.

“Marketers have been looking for more integrated data solutions and by joining forces we can deliver very specific targeting seamlessly across radio, TV and digital from cars to couches and everywhere in between,” said Gayle Troberman, EVP and CMO for iHeartMedia. “We will now have the ability to precision target at massive scale based on everything from consumer passions for music, sports and programming to sentiments, moments and locations, creating more relevance and better context for results than ever before in broadcast advertising. This is the next greenfield for creatives and data scientists to align.”

The suite builds on iHeartMedia’s recently launched SmartAudio, which leverages its programmatic solution to help advertisers evaluate, plan and buy broadcast radio. Furthermore, the suite complements Fox’s OpenAP and Up//Lift, which leverage new ad formats and data to deliver higher impact ads.