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World Cup : FuboTV Pitches World Cup and Ad Targeting at NewFronts

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The streamer signed international soccer stars for its World Cup qualification coverage

FuboTV, a sports-focused pay-TV provider, is joining a growing chorus of streaming companies vying to win ad dollars that are traditionally spent on linear TV.

The streamer is participating in the IAB NewFronts this year, where it’s pitching a slate of original content plus new ad targeting offerings.

FuboTV is partnering with LiveRamp to bolster its addressable ad offerings. This allows the streamer and its advertisers to use their first-party data to create advanced audience segments, like people making over a $100,000 who are looking to buy a car, and then activate these campaigns programmatically.

Branded content studio launches

FuboTV also announced the launch of its branded content studio, where it will work with advertisers to create custom integrations on its owned-and-opeated Fubo Sports Network. Diana Horowitz, FuboTV’s svp of advertising sales, said branded integrations paired with a media buy across the streamer’s addressable offering can be an effective strategy for advertisers.

“The ability to create these branded experiences along with the full suite of premium video and targeting and addressable that we can provide, that’s generally how these programs come together,” Horowitz told Adweek prior to the company’s NewFronts presentation.

In February, FuboTV announced it will support Unified ID 2.0, an identity solution driven by The Trade Desk. Horowitz said the streamer is in the beginnings stages of its relationship with The Trade Desk, and that the integration with UID 2.0 isn’t operational yet.

Two minutes of ad space every hour

As a virtual multichannel video programming distributor (vMVPD), FuboTV controls about two minutes of ad space every hour across the channels it distributes. It controls all of the inventory on its Fubo Sports Network, which is about to get an orginal content boost.

The vMVPD is bringing on former Argentinian soccer star Pablo Zabaleta and current Colombian national team player Melissa Ortiz to host coverage of the Qatar World Cup 2022 qualifying matches. In early April, FuboTV announced it secured exclusive streaming rights of the South American Football Confederation, one of six continental World Cup qualifying tournaments. FuboTV will also stream other qualifying games across the channels it carries.

FuboTV is also bringing back its show No Chill with Gilbert Arenas, a former NBA All Star, for a second season. Plus, the streamer has signed a partnership to produce and distribute a televised production of the Getcha Popcorn Ready podcast hosted by former NFL players Terrell Owens and Matthew Hatchette.

By the end of 2020, FuboTV had more than 547,000 subscribers and generated $29.4 million in ad revenue on the year. Total revenue eclipsed $217 million.

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