Nev Hasan
Foxtel Media has launched LinearIQ, a tool that enables traditional linear TV inventory to be bought, tracked and reported through a single digital, impression-based schedule.
Kayo Sports, BINGE, Foxtel GO and Foxtel linear will support the tool, giving advertisers more precise targeting and measurable outcomes.
First announced at Upfronts 2025, LinearIQ builds on audience data within Foxtel Characters to map specific audience segments directly to linear TV, with campaigns executed through a single digital transaction.
ANZ and Superior Engineering are the first to sign on to the service.
"For years, fragmentation has led to uncertainty in outcomes, hard-to-trace returns and sometimes inefficient buying," said Nev Hasan, chief sales officer, Foxtel Media.
"Our approach unifies linear and digital ad trading by offering advertisers a digital-style, impression-based buying model. It includes all channels, genres or shows where your target audience is watching TV."
Advertisers will receive impression-level reporting, audience insights, transparent delivery data and a combined TV and digital eCPM.
"The ultimate hat trick of being able to look at all video performance and real-time data as well as have the security of governed independence in one single view is the start of delivering an outcome-based measurement vision,” said Hasan.
The reporting capability includes Served Impressions, Progress Rate, Daily Performance, Channels/Genres, Dayparts and Foxtel Characters Delivery.
"Innovation in trading and measurement is critical as we evolve towards outcome-based marketing," said Ryan Ambrose, head of partnerships at PHD Melbourne.
LinearIQ is powered in partnership with tvbeat.
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