Foxtel Media has launched LinearIQ, a new product designed to bring digital-style precision and measurement to linear TV advertising.
Powered by tvbeat, the solution enables traditional broadcast inventory to be traded using an impression-based model, marking a shift toward more accountable and data-driven TV buying.
Bridging linear and digital
LinearIQ allows advertisers to plan, buy and measure campaigns across linear and streaming platforms, including Kayo Sports, BINGE, Foxtel Go and Foxtel linear, through a single digital schedule.
The system uses Foxtel’s audience data platform, Foxtel Characters, to enable behavioural targeting and map specific audience segments directly onto linear TV.
First movers
ANZ and Superior Engineering are among the first advertisers to adopt the platform.
Nev Hasan, Chief Sales Officer at Foxtel Media, said the launch addresses long-standing inefficiencies in the market.
“Our approach unifies linear and digital ad trading by offering advertisers a digital-style, impression-based buying model,” he said. “It includes all channels, genres or shows where your target audience is watching TV.”
Precision and performance
The platform provides impression-level reporting and real-time insights, including metrics such as served impressions, progress rates and daily performance across channels and dayparts.
Hasan said the goal is to enable advertisers to focus on outcomes rather than inventory.
“LinearIQ’s precision targeting essentially allows brands to reach only the customers they want to reach, unified into a single media schedule and one seamless buy,” he said.
Ryan Ambrose, Head of Partnerships at PHD Melbourne, said the move reflects broader changes in the market.
“Innovation in trading and measurement is critical as we evolve towards outcome-based marketing. LinearIQ unlocks a more precise, data-driven approach to video, helping us better align investment to performance and deliver stronger business outcomes for ANZ,” he said.
Main image: Nev Hasan