Connected Commerce: Brand Growth at Fox

When I started digging into Fox Corporation's strategy, I didn't expect their take on connected commerce to hit so hard. Picture leveraging live sports to capture attention in real-time, while weaving in AI to optimize campaigns on the fly. That's exactly what Fox is doing, and it's working. In a landscape where audience habits are morphing and technology races ahead, they're opening new avenues for brand growth. With 65% of their streaming audience being cord cutters and cord nevers, they know the direction to head. But remember, brand safety and trust are crucial. They ensure every partnership, whether it's ad-supported streaming platforms or influencer collaborations, is rock solid. Trust me, if you're looking to understand how to propel your brand in this new era, this is a model to watch.

Understanding Audience Composition and Viewing Habits

First, I dissected how 98% of Fox's linear content is viewed live—this is huge for advertisers. Why? Live content creates immediate engagement, a scarcity that captures attention. But watch out, because it demands robust infrastructure to avoid latency issues. I got burned by this in my agency when we tried to stream a live event without the proper setup, and trust me, it was a mess.

Then there are the 65% of streaming audiences who are cord cutters and cord nevers. These folks aren't going back to traditional TV, and understanding this shift is crucial for targeting new generations. Fox isn't just tracking these numbers; they’re pivoting strategies in real-time. I've adapted similarly by using real-time analytics to optimize our campaigns.

"98% of linear content is viewed live, a statistic redefining advertising engagement."

Key takeaways:

• 98% of linear content is viewed live, great for engagement.
• 65% of streaming users are cord cutters or cord nevers.
• Watch out for the infrastructure needed for live content.

Technological Advancements in Campaign Quantification

Every year, Fox makes significant leaps in quantifying campaign impact. I've seen this firsthand in their data-driven approach. They’re using advanced metrics to measure not just reach, but engagement and conversion. I implemented similar techniques and noticed a direct impact on ROI—it's all about precision.

However, beware of data overload. I learned the hard way that sometimes less is more when it comes to actionable insights. I had to filter out the noise to keep what truly impacts performance.

Key takeaways:

• Notable yearly advancements in campaign quantification.
• Use advanced metrics to measure engagement and conversion.
• Avoid data overload; focus on what matters.

AI's Role in Real-Time Analysis and Optimization

AI is their secret sauce for real-time analysis, and I've orchestrated similar systems to great effect. With AI, they optimize campaigns as they run—adjusting on the fly for maximum impact. I learned that integrating AI requires upfront investment but pays off in agility and responsiveness.

But don't over-rely on AI; human oversight is crucial to catch nuances that algorithms might miss. I made the mistake of letting too many decisions go unchecked by human eyes and had to course-correct with manual analysis.

Key takeaways:

• AI optimizes campaigns in real-time for maximum impact.
• Investing in AI pays off in agility and responsiveness.
• Human oversight is essential to catch nuances.

Ad-Supported Streaming Platforms: Opportunities and Challenges

Fox's use of ad-supported platforms is a smart move to engage cost-sensitive viewers. Dynamic ad insertion is a feature I’ve used to tailor ads to specific audience segments. The opportunity here is vast, but you need to ensure brand safety to maintain trust.

Remember, balancing ad load is key—too many ads can drive viewers away. I've lost audiences by overloading ads, so I learned to adjust accordingly.

Key takeaways:

• Ad-supported platforms engage cost-sensitive viewers.
• Brand safety is crucial to maintain trust.
• Balance ad load to avoid losing viewers.

Building Communities and Engaging Passionate Fans

100% of their strategy is about building community, and I’ve seen how this fosters loyalty. Engaging fans through tailored content and influencer partnerships is a tactic I’ve adopted successfully. The community-first approach reduces churn and boosts long-term engagement.

However, be mindful of over-segmenting your audience; it can dilute your message. I made this mistake by subdividing my segments too much, and the message got lost.

Key takeaways:

• Strategy focused on community building for loyalty.
• Tailored content and influencer partnerships.
• Avoid over-segmentation to prevent message dilution.

At Fox Corporation, connected commerce isn't just about tech; it's about orchestrating to make real audience connections. First, their AI-driven real-time optimization is a game changer, but watch out for AI's limits in overly complex scenarios. Second, audience composition is intriguing: 65% are cord cutters or cord nevers — a stat to keep in mind when strategizing campaigns. Third, with 98% of linear content viewed live, live remains king, especially in sports. So what do we do with all this? Start small, iterate, and watch your brand grow. Check out the full video here: YouTube link. I promise it'll be worth your time!