VideoAmp and Warner Bros. Discovery Announce Audience Measurement Agreement
VideoAmp has announced that it has reached an agreement with Warner Bros. Explore to measure multi-screen campaigns across the global media and entertainment company’s iconic portfolio of premium sports, news, lifestyle and entertainment brands. After completing the test and first learning about alternative video ad performance metrics, Warner Bros. Discovery will use VideoAmp’s data and measurement capabilities to better represent its audience to advertisers looking to transact on linear, video streaming, social media and digital services. major digital currency 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,”
“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.”
Ross McCray, CEO and Founder, VideoAmp.
Review of Warner Bros. The exploration of monetary and measurement solutions has produced key findings that identify the need for higher standardization, identity resolution, personification, and transactability as industry priorities to accelerate multi-currency scaling to widespread adoption by 2023 Prepaid.
“Traditional media measurement has not kept pace with how consumers are engaging with streaming and linear content. 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.”
Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery.
Brands in the Warner Bros. ecosystem. Discovery will benefit from VideoAmp’s enhanced cross-platform results and audience measurement with scheduling capabilities powered by a combination of set-top boxes and smart TV data. In fact, a recent analysis of media traffic from Warner Bros. Discovery leverages VideoAmp data for October showing high impact and performance in the media market.
According to this customer analysis, brands that benefit from advertising with Warner Bros. Discovery in October achieved an average of 1.2x reach per location in Warner Bros. Premium discovery. The gap is even wider among the affluent (reach per location is 2.3 times higher in households with household incomes over $100,000).
Driven by an industry need for comprehensive, reliable, multi-screen measurement, this agreement allows Warner Bros. Discovery to make a big shift from traditional forms of measurement and more accurately represent the true value of inventory, redefining media buying. and sell.
“The new data relationship between Warner Bros. Discovery and VideoAmp is a step forward in better third-party measurement for the industry. 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,”
Ralph Pardo, CEO, Omnicom Media Group.
The agreement includes VideoAmp providing a full suite of measurements to Warner Bros. Explore across the company’s vast ecosystem of streaming properties and networks.
