Warner Bros. Discovery Increases Partnership for Video Measurement with VideoAmp

Warner Bros. Discovery Increases Partnership for Video Measurement with VideoAmp

VideoAmp, a leading data and measurement solutions provider, has announced an expanded partnership with Warner Bros. Discovery (WBD). This collaboration will see WBD utilise VideoAmp's advanced technologies across linear, digital, and cross-platform campaigns, aiming to support planning, optimization, and currency use cases for the upcoming TV buying season and beyond.

Key Roles of VideoAmp with WBD

The collaboration between VideoAmp and WBD is set to play a significant role in the media industry. Here's a breakdown of the key benefits:

1. Data and Measurement Solutions: VideoAmp's sophisticated tools will be used to measure audience engagement and ad effectiveness across all platforms, including linear TV, digital media, and streaming services. This will enable WBD to accurately assess the performance of its content.
2. Currency Optionality: The partnership offers 'currency optionality,' allowing WBD to work with multiple currencies. This means they can conduct transactions in different metrics, depending on client preferences, enhancing flexibility for advertisers seeking to measure campaign success accurately.
3. Demo and Audience Guarantees: VideoAmp supports WBD in providing demographic and audience guarantees. This ensures that advertisers can target specific audiences effectively, enhancing the value of premium content across various platforms.

Benefits to the Industry

The partnership between VideoAmp and WBD is set to bring several benefits to the industry:

1. Modernization of Measurement Models: By collaborating with major publishers like WBD, NBCUniversal, and others, VideoAmp helps the industry move beyond outdated measurement standards. This shift towards more modern and accurate models aligns with advertiser needs, offering better insights and more actionable data.
2. Multi-Currency Ecosystem: By supporting multiple currencies, VideoAmp facilitates a more flexible ad marketplace. This allows advertisers to choose the metrics that best suit their campaigns, enhancing overall efficiency and effectiveness.
3. Increased Transparency and Flexibility: The partnership reflects the industry's drive for greater transparency, flexibility, and actionable insights. This benefits both advertisers and publishers by providing more accurate tools for media planning and optimization.

Notable Achievements

The use of VideoAmp's data clean-room technology has been shown to improve the precision of campaigns on StreamX, WBD's converged data-driven video project. In a recent white paper published by WBD, onboarding audiences via data clean rooms (DCRs) delivered 3.2 times more unique targetable IDs compared to traditional third-party methods, a 200% increase in match rates.

The expanded partnership will also allow WBD to use VideoAmp's technology to maintain an overlap reach below 2.5% in cross-platform activation, demonstrating the precision and efficiency of the method. In traditionally linear campaigns, VideoAmp's technology has been found to deliver an average 14% incremental digital reach lift for linear buyers.

Industry Impact

The deal reflects the increasing demand for greater transparency, flexibility, and actionable insights on multiple currencies in the industry. VideoAmp's continued collaboration with Warner Bros. Discovery reinforces the momentum towards a more modern, more accurate, and advertiser-aligned approach to currency and measurement.

The partnership signals the arrival of a multicurrency ecosystem where stakeholders have choices. VideoAmp has secured multiyear deals with several large publishers, including AMC Networks, A+E Networks, Fox, NBCUniversal, Paramount, and TelevisaUnivision.

For more information about VideoAmp's services and partnerships, visit their website.

1. VideoAmp's partnership with Warner Bros. Discovery (WBD) will leverage advanced technologies to optimize linear, digital, and cross-platform campaigns, supporting planning, optimization, and currency use cases for future TV buying seasons.
2. The collaboration between VideoAmp and WBD offers 'currency optionality,' a benefit that allows for transactions in different metrics, catering to advertiser preferences.
3. With the use of VideoAmp's data clean-room technology, StreamX, WBD's data-driven video project, has seen a 200% increase in match rates when onboarding audiences via data clean rooms (DCRs).
4. The expanded partnership allows WBD to capitalize on VideoAmp's technology and maintain an overlap reach below 2.5% in cross-platform activation, demonstrating the precision and efficiency of the method.
5. The collaboration signifies the shift towards a more modern, accurate, and advertiser-aligned approach to currency and measurement in the industry, driven by the demand for greater transparency, flexibility, and actionable insights with multiple currencies.

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