By Jonathan Easton
US streaming operator fuboTV has announced a partnership with analytics firm Kantar.
fuboTV said that it would leverage Kantar’s media effectiveness product Brand Lift Insights to allow advertisers and marketers to better understand the effectiveness of their campaigns.
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.
SVP, advertising sales at fuboTV, Diana Horowitz 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.”
SVP of Product at Kantar, Marco Parente said: “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.”
