VideoAmp confirmed its deal with Warner Bros. Discovery to measure cross-screen campaigns across the global media and entertainment company’s slate of sports, news, lifestyle, and premium entertainment brands. “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.”
This deal includes VideoAmp providing measurements to Warner Bros. Discovery across the company’s catalog of networks and streaming properties. After completing its first-of-its-kind 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. “Traditional media measurement has not kept pace with how consumers are engaging with streaming and linear content," said Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery. “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.”
Warner Bros. Discovery’s assessment of measurement and currency solutions returned pivotal findings identifying the need for greater standardization identity resolution, personification and transaction capability as industry priorities in order to move towards scaled adoption of multiple currencies by the 2023 Upfront.
“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," said Ralph Pardo, CEO, Omnicom Media Group.
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