Fox Builds for the Future

The Content Drives Commerce Brand Partnership Summit featured a cross-section of industry experts, marketers, creators, Fox leaders and on-air personalities -- including a keynote session with Lachlan Murdoch, Fox Corp.'s Executive Chairman and Chief Executive Officer, and Marianne Gambelli (pictured at top), President of Ad Sales and Marketing. The summit took place at the Fox lot in Los Angeles.

Fox hosted the summit to showcase the latest innovations, acquisitions, partnerships and storytelling across its portfolio and to demonstrate the depth and breadth of Fox's advertising capabilities. Fox executives also provided insight into how the company is expanding into cutting-edge businesses like non-fungible tokens (NFTs) and the blockchain.

Murdoch noted that Fox's strategy centers around engaging with viewers and working with partners on how they want to advertise. And he stated that the company will continue to invest in the advertising ecosystem. “Whether it's in Tubi, Fox Weather or launching Blockchain Creative Labs, all of these are an investment in the future of that ecosystem,” said Murdoch.

The company is at the center of ad-supported, premium content and is well-positioned to meet its clients' needs, according to Gambelli. “At Fox, we don't believe in a one-size-fits all strategy,” she said. “We'll push the status quo as we continue to build, learn and grow with our partners, as we work together to navigate and succeed in this evolving marketplace.”

As audience viewing behavior has become more dynamic, authentic and diverse storytelling that connects communities and builds equity for brands is what sets Fox Entertainment apart. Executives discussed Fox Entertainment's evolution and shared how the division's content and growth strategies are creating meaningful opportunities for advertisers. They also discussed the importance of building communities for viewers and fans. Additionally, they shared insights on how Fox Entertainment is building for the future by leaning into NFTs with its Web3 Studio Blockchain Creative Labs and is focused on strategic growth through acquisitions and partnerships to build up its arsenal of owned original content across linear and AVOD.

A discussion on how Fox continues to elevate diverse perspectives and storytelling across its portfolio was hosted by Fox News Channel's Harris Faulkner and featured Joel Kuwahara, Co-Founder and President of Production of Bento Box; Miranda Kwok, Executive Producer and Creator of Fox's The Cleaning Lady; Fox Soul's Tammi Mac, and Joy Taylor of Fox Sports. The panelists cited the need for an inclusive and authentic approach to diversity issues.

Live sports content has never been more in demand. Sports fans want more live action on more platforms, and that provides advertisers greater opportunities to reach their target audiences. Today, Fox Sports continues its work with advertisers and marketers to find new and creative ways to engage consumers that reach across all platforms. That was detailed during a conversation hosted by lead college football analyst Joel Klatt, which featured Eric Blackwood, Vice President Media, Keurig/Dr. Pepper; Carl Loredo, Wendy's Chief Marketing Officer, and Bill Richards, Executive Vice President of Production for Fox Sports. They discussed how Fox Sports and its brand partners put the fan first. Together, they shared how their longtime collaboration and creativity have created engaging fan experiences for Wendy's and Dr. Pepper, respectively, during the college football season.

Fox News Media showcased its growing portfolio of brands including Fox Weather, Fox Business Prime and late-night newcomer Gutfeld!

Additionally, Fox unveiled ATLAS, the company's new contextual intelligence platform. ATLAS further reinforces Fox's commitment to providing innovative and cutting-edge solutions that improve an advertiser's return on investment by delivering optimal ad placement.

ATLAS will initially launch across Fox News Media under two distinct products: Fox Navigator, focused on contextual alignment, and Fox Shield, focused on brand suitability. As part of the 2022-23 Upfront, the Fox News Media Ad Sales team will offer Fox Shield to clients that commit to invest in FNM digital video.

Of course, no discussion on the future of video and advertising would be complete without a digital streaming service, and Tubi is Fox's answer. What sets Tubi apart from its competitors, Fox contends, is that it is 100% ad supported.

The service's content strategy is fueled by audience consumption, executives said. By focusing on fan favorites and super-serving passionate communities, Fox said Tubi is successfully building viewership and setting records for time-spent viewing. With Tubi, advertisers get entrée to the service's premium environment and access to all its subscribers.

Additionally, Dan Callahan, Senior Vice President of Data Strategy and Sales Innovation for Fox Ad Sales, led a conversation on the intersection of technology and content. The discussion featured a cross-section of perspectives from Amobee, EDO, Initiative and Havas Media executives.

Fox Corp. is strategically aligned with current trends. That was made clear during a presentation from Michael Nathanson, a media analyst who is Senior Managing Director, MoffettNathanson. He said they are very bullish on the growth of ad-supported video on demand for the next several years. That would benefit Tubi. He also projected a strong growth forecast for overall ad spending.

While the linear and streaming video industries are evolving quickly, one thing that's assured is advertisers will continue to want in. Fox is strategizing to stay on the leading edge.

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