FuboTV today announced a partnership with Nielsen to offer addressable advertising on its virtual pay-TV platform.
Simultaneously but separately, the sports-fueled virtual MVPD announced a carriage deal for regional sports channel the Pac-12 Network.
Funded to the tune of $75.6 million, with investors including Fox and Scripps, New York-based FuboTV is trying to carve a niche in a portion of the OTT market that is suddenly flooded with competition with well-backed operators. These vMVPD operators include Hulu, YouTube, AT&T, Dish Network and Sony.
By deploying Nielsen Marking Cloud’s Data Management Platform (DMP), FuboTV aims to provide advertisers with “deep consumer analytics” tied to its subscriber base, enabling advanced audience segmentation, modeling and targeting.
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“The Nielsen DMP not only significantly improves our subscriber audience data and analytics, but also provides us with AI-powered segmentation and modeling capabilities, all of which will undoubtedly improve brand engagement and brand awareness metrics while significantly increasing media efficiency,” said David Gandler, co-founder and CEO at FuboTV, in a statement. "Plus, this will help to improve our customer acquisition efforts with better audience data, analytics and reach across digital channels.”
Meanwhile, FuboTV has added the flagship Pac-12 Network’s to its “Fubo Premier” tier and is now offering more than 70 channels for $34.99 a month—half of them featuring live sports. Meanwhile, the Pac-12 Network's six regional channels—which are segmented to target the Arizona, Bay Area, Oregon, Washington, Los Angeles and Mountain (Utah and Colorado) regions—are available in FuboTV’s “Sports Plus” add-on package.
The addition of the Pac-12 Network gives FuboTV an important edge in the Western U.S., particularly against DirecTV Now, which notably lacks a carriage deal with the RSN.
FuboTV also announced that a previous RSN deal with Fox has gone live, with FOX College Sports Atlantic, FOX College Sports Central and FOX College Sports Pacific up and running on the vMVPD in time for this weekend’s kickoff of the college football season.