Warner Bros. Discovery (WBD) is launching Olli, a proprietary data platform that allows advertisers to plan, activate and measure campaigns across the company’s entire portfolio of linear TV and streaming platforms.
The Olli platform will allow advertisers to target particular demographics with a new service called data-driven video, helping clients to maximise reach, mitigate waste and deepen engagement.
Data-driven video allows clients to exclude heavy linear TV viewers early in the planning process, and then redistribute the focus to balance the target audience across WBD’s linear and digital platforms. It also has tools to reduce unneeded exposures across the target audience.
Olli will operate across WBD brands including HBO and Max, discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV, OWN: Oprah Winfrey Network.
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WBD is currently partnering with agencies including Omnicom Media Group, RPA and Wayfair on providing data-driven video solutions. Interpublic Group’s IPG Mediabrands will begin testing in the third quarter of this year.
“With the introduction of Olli and data-driven video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed. Our goal is to ensure that every connection between brand and audience is reached in the most efficient and effective way across our vast expanse of digital and traditional platforms,” said Ryan Gould, Head of Streaming, Digital and Advanced Ad Sales, Warner Bros. Discovery.
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