Fox Networks Group to launch in-house agency

Dive Brief:

  • Fox Networks Group, which is 21st Century Fox's primary operating unit for TV and cable, is launching an in-house integrated marketing agency called All City, per MediaPost Communications.
  • All City will be headed up by former Fox Filmed Entertainment chief creative officer Tony Sella.
  • In other Fox Network Group news, it announced a partnership with Moat for video measurement. Fox will join NBCUniversal in enabling Moat’s Video Quality Score across all on-demand viewing platforms and will help in bringing Moat measurement to linear TV.

Dive Insight:

With consumers now able to curate their own slate of programming across a number of traditional and over-the-top viewing options, how brands and broadcasters approach ads is changing, with some focusing on taking a more targeted approach to hone in on their strongest audience. This may be what Fox Networks Group is hoping to help marketers achieve with its new strategy. 

Joe Marchese, president of advertising revenue, Fox Networks Group, said the group will look to incorporate new ad solutions such as sequencing creative in a program, cross-platform optimization of campaigns and single sponsor ‘exclusivity’ within on-demand streams, and will no longer sell standard commercials across digital on on-demand platforms, according to MediaPost. 

The report didn’t mention native ad formats, but media companies and publishers have turned to in-house creative for sponsored content. In fact, Vice Media has made native ads a centerpiece of its entire advertising strategy through in-house agencies Virtue and Carrot Creative. Turner is looking to replace traditional ads with native content. 

The trend toward in-house agencies for brands and media companies is part of a larger trend rocking the traditional media buying and selling as well as the marketing industry as digital spending grows.

Filed Under: Trends Video Corporate News
Top image credit: Fox