VideoAmp today announced a partnership with Warner Bros. Discovery to measure cross-screen campaigns across the iconic portfolio of sports, news, lifestyle, and premium entertainment brands owned by the global media and entertainment company. After completing a 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 using unified, cross-platform currency.

Discovery will leverage VideoAmp’s measurement and data capabilities to better represent its audiences to advertisers seeking to transact on linear, streaming video, and large digital and social media services using a unified, cross-platform currency.

Ross McCray, CEO, and Founder, VideoAmp, said, “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 thrilled that Warner Bros. Discovery is establishing a more sophisticated marketplace, and we look forward to unlocking value for them and the industry as a whole,” McCray said.

The assessment of measurement and currency solutions conducted by Warner Bros. Discovery yielded pivotal findings identifying the need for greater standardization, identity resolution, personification, and transaction capability as industry priorities to move towards scaled adoption of multiple currencies by the 2023 Upfront.

Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery, said, “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’re gaining traction as we work toward our goals of providing best-in-class measurement capabilities and greater visibility into the return on ad spend across our award-winning IP,” Zapata said.

VideoAmp’s cross-platform, advanced audience and outcome measurement with planning capabilities powered by the commingling of set-top box and smart TV data will benefit brands across the Warner Bros. Discovery ecosystem.

A recent Warner Bros. Discovery media delivery analysis that leveraged VideoAmp data for October showed high impact and efficiency across the media marketplace.

According to this client analysis, brands that used Warner Bros. Discovery for advertising in October received 1.2X more reach per spot within the Warner Bros. Discovery Prime portfolio. The disparity was even more pronounced among affluent audiences (2.3X higher reach per spot in households with household incomes of $100,000 or more).

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,” said Ralph Pardo, CEO of Omnicom Media Group. It has the added benefit of aligning with Omnicom Media Group’s 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.