Videoamp, WBD audience measurement deal
January 4, 2023
Advertising measurement, planning and optimisation platform VideoAmp has struck a deal with Warner Bros Discovery to measure cross-screen campaigns across the global media and entertainment company’s iconic portfolio of sports, news, lifestyle, and premium entertainment brands.
Following the completion of a test-and-learn for alternative measures of video ad performance, Warner Bros Discovery will use VideoAmp’s measurement and data capabilities to better represent its audiences for advertisers looking to transact on linear, streaming video and large digital and social media services through a unified, cross-platform currency.
“The industry needs a better way to measure and transact on audiences–one that accounts for cross-platform, supports both traditional and advanced audiences and provides attribution metrics in a manner that enables media sellers and buyers to unlock this potential and excel in a competitive environment,” said Ross McCray, CEO and Founder, VideoAmp. “We are excited Warner Bros Discovery is creating a more sophisticated marketplace and we’re looking forward to unlocking value for them and the industry as a whole.”
Warner Bros Discovery’s assessment of measurement and currency solutions returned pivotal findings identifying the need for greater standardisation, identity resolution, personification and transaction capability as industry priorities in order to move towards scaled adoption of multiple currencies by the 2023 Upfront.
“Traditional media measurement has not kept pace with how consumers are engaging with streaming and linear content,” suggested Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros Discovery. “As a result, these audiences have been undercounted and current measures no longer accurately reflect their true advertising value. We are gaining momentum as we act on our goals to offer best in class measurement capabilities and provide greater visibility into the return on ad spend across our award-winning IP.”
Brands across the Warner Bros Discovery ecosystem will benefit from VideoAmp’s cross-platform, advanced audience and outcome measurement with planning capabilities powered by the commingling of set-top box and smart TV data. A Warner Bros Discovery media delivery analysis that leveraged VideoAmp data for October 2022 showed high impact and efficiency across the media marketplace.
According to this client analysis, brands that took advantage of advertising with Warner Bros Discovery in October 2022 achieved, on average, a 1.2X greater reach per spot within the Warner Bros. Discovery Prime portfolio. The differential was even greater among affluent audiences (2.3X higher reach per spot in households with household income over $100K+ [€82K]).
Born out of the industry demand for holistic, reliable, cross-screen measurement, this agreement enables Warner Bros. Discovery to execute a major shift from traditional forms of measurement and more accurately present the true value of their ad inventory, redefining how media is bought and sold.
“The new data relationship between Warner Bros Discovery and VideoAmp is a step forward in better third-party measurement for the industry,” declared Ralph Pardo, CEO, Omnicom Media Group. “For Omnicom Media Group, it has the added benefit of aligning with our existing Omni Cross-Screen Insights capability and will help us close the loop for end-to-end planning through activation and measurement.”
This deal includes VideoAmp providing a full measurement suite to Warner Bros Discovery across the company’s vast ecosystem of networks and streaming properties.