Omnicom signs exclusive partnership with Foxtel Media

Josh McDonnell
By Josh McDonnell | 16 October 2019

Foxtel Media (formerly Multi Channel Network) has secured a partnership with Omnicom for the launch of its new Q Break ad format, providing over seven clients from OMD, PHD and Hearts & Science exclusive access until the end of October.

The Q Break ad model, which was revealed among a raft of changes to the Foxtel Media offering, is designed to enhance the viewer experience, while delivering increased impact for advertisers.

Omnicom agencies will be using the opportunity to trial six-second broadcast advertisements for a diverse range of clients.

"We know six-second placements work in a digital context and saw the importance for our clients to be involved with this market leading Foxtel opportunity," Omnicom CIO Kristiaan Kroon says.

"It will drive efficiencies for our clients, whilst providing insights into our planning and buying strategies across television and cross screen optimisation for OMD, PHD and Hearts & Science.”

The format is a 15-second advertising slot that consists of a three-second introduction, followed by two six-second ads, running at the start of a program.

The new format is rolling out across 17 Foxtel linear broadcast channels on Fox Network Australia, NBC Universal and BBC Worldwide.

Foxtel Media CEO Mark Frain says the partnership demonstrated the appetite for advertising innovation within the Australia market.

“To have a single agency group buy out the full suite of a new product across our network from announcing the concept a matter of weeks ago is not only unprecedented – it’s also a huge endorsement of what we are setting out to do," Frain says.

"The level of pro-activity from the Omnicom Group is great to see. We are committed to finding new and better ways for both viewers and advertisers within today’s attention economy – and this is the start of a significant body of work."

As part of the launch, Foxtel Media are running research to determine customer engagement and receptiveness as well as the effectiveness and impact of the new format for advertisements,

"We’re thrilled to have a range of leading brands feature in the launch of our Q Breaks, helping us create a win-win experience for consumers and advertisers alike. By enhancing the viewer experience we can simultaneously offer increased cut-through and recall," Foxtel Media director of advanced advertising Nev Hasan says.

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