Fox News Rolling Out Major Ratings, Technology Coups During the Upfront

While Fox News has been a ratings leader for years in the key demos it39s now reaching a new level of success in certain dayparts According to Jeff Collins Executive Vice President Ad Sales Fox News now has the ratings and scale of broadcast shows like The View and Good Morning America and is attractive to advertisers interested in show genres beyond news and opinion such as lifestyle entertainment and weatherAmong the programs that have reached a significant level of success is Gutfeld the late night comedy show which has outperformed programs like The Tonight Show And Fox News39 program The Five which airs at 5 pm is No 1 among cable news shows in that time periodIn addition to the new ratings achievements Fox officials will also discuss the technology solution FOX ATLAS explaining how it is distinctive from other contextual targeting options availablequotFOX ATLAS is different than a lot of current solutions that really just analyze the spoken word transcripts of the video content without the additional context of what39s up on the screenquot Collins saidquotThere have been countless studies on the importance of aligning and being around the right context and how that increases upperfunnel and lowerfunnel metrics brand metrics and performancequot he addedFox News Media is the first unit within the larger Fox universe to offer FOX ATLAS to clients with two separate but related products Fox Navigator which allows for contextual alignment and Fox Shield which determines brand suitability As part of the Upfront currently underway Fox Shield is being offered to all clients who invest in the new unit39s digital video opportunitiesFOX ATLAS has particular value for news advertisers because of its ability to analyze visuals quotOftentimes the video might not be aligned with the spoken words the anchor is sayingquot Collins explained quotWe felt it was very important as a news organization to be able to arm our clients with proprietary tools that are a lot more granular than the current solutionsquotFOX ATLAS uses machine learning to better understand the context of the video content in real time It39s done on a secondbysecond basis so the platform keeps up as various news segments emerge and then pass by quotWithin a news environment topics change fairly rapidlyquot Collins noted quotIt could go from lifestyle to news or weatherquot The system39s alacrity allows brands to align with preferred content in a more granular mannerquotThe current solutions in the market look at transcripts at about 2000 characters per hourquot he added quotFOX ATLAS looks at closer to 60000 characters per hour because we39re picking up all of the background video as wellquotFox also made sure that privacy controls were baked into the platform given the regulatory limitations placed on targeting specific users and some calls for even more quotWe39re not collecting any personally identifiable informationquot Collins explained quotThis is purely collecting data on the overall content and contextquotPart of FOX ATLAS39s system involves a process of quotgrading everythingquot he said It uses keywords to better match an advertisement through the spoken word and visuals Additionally FOX ATLAS can tag according to sentiment through machine learningSome clients are running FOX ATLAS39s results alongside other products on the market That allows them to look quotat the variances between what FOX ATLAS is grading and what the current solutions arequot Collins notedBy examining the variances clients get a better understanding of why FOX ATLAS is grading things a certain way quotIt39s providing more granular targeting capabilitiesquot he addedOne of the deliverables FOX ATLAS can provide is attribution answering such questions as quotIs FOX ATLAS actually driving better realworld outcomes for our clients Is the contextual alignment actually helping to drive more site visitation or in store trafficquot Collins explained quotWe39ll do FOX ATLAS targeting for a particular campaign and then on the back end of that do attribution studies which look at the amount of site visitation that it drove in store trafficquotThe platform39s solutions are also customizable quotWe don39t take a onesizefitsall approachquot he said quotIt has to come down to what our clients are comfortable with We39re not grading our own homework We39re allowing a third party to be able to judge the results against the entirety of an advertiser39s campaign not just what39s happening within our ecosystemquotThe reaction from the industry has been quotoverwhelmingly positivequot Collins concluded quotWe are engaging with every major holding company and we39re running tests now with most of them Everybody is looking for better solutions in the space They39re happy to see us taking a leadership position in this areaquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the 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Fox News Rolling Out Major Ratings, Technology Coups During the Upfront

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Charlene Weisler

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