WarnerMedia and IPG Mediabrands run audience-based currencies comparison

Thursday, April 7th, 2022 
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WarnerMedia and IPG Mediabrands Launch First-of-its-kind Test and Learn for Alternative Measurement

  • Audience-based currencies to be offered to advertisers ahead of the 2022 Upfront

WarnerMedia Ad Sales and IPG Mediabrands today announced a launch of a first-of-its-kind test-and-learn for alternative measures of video ad performance, which will enable a side-by-side look at three of the leading contenders in the alternative currency space at the same time, for the same campaigns. The results from the test-and-learn will inform WarnerMedia’s strategy to offer alternative audience-based currencies to advertisers ahead of the 2022 Upfronts and contribute to Mediabrands’ own comprehensive review of measurement providers.

Led by Mediabrands’ leading global media investment and intelligence company, MAGNA, and as part of WarnerMedia’s diverse and expanded portfolio of measurement solutions, Comscore, iSpot.tv and VideoAmp have been selected to deliver IPG with alternative measurement services across participating advertiser’s campaigns. Brands will benefit from the real-time cross-platform TV ad measurement and attribution of iSpot.tv; VideoAmp’s cross-platform, advanced audience and outcome measurement with planning capabilities powered by the commingling of set-top box and smart TV data; and the path to national addressable that Comscore has paved along with their rich history as a trusted partner for planning, transacting and evaluating media. This partnership was born out of the industry demand for holistic, reliable, cross-screen measurement.

“Gearing up for the 2022 Upfront, we have been committed to developing a more expansive portfolio of measurement solutions for our clients and partners,” said JP Colaco, President of Advertising Sales, WarnerMedia. “This test-and-learn with MAGNA is one of the first steps in actionizing on our goal to offer best in class measurement capabilities and provide greater visibility into return on ad spend across our award-winning IP.”

“We are pleased to be working with our partners at WarnerMedia on such an expansive test, which will be a great contribution to our learning agenda,” said Brian Hughes, EVP, Managing Director, Audience Intelligence & Strategy at MAGNA. “The shift to cross-screen, impression-based video transactions is imminent, so we are keen to see these measurement solutions in action and understand how this paradigm shift can create new value for our clients.”

WarnerMedia and IPG will be implementing alternative measurement across select verticals and advertisers to evaluate the application of currencies beyond panels. The first of several anticipated trials, this test-and-learn aims to provide the foundation for more informed media planning and buying, and solve for deduplicating reach and frequency across linear and CTV.

“As media consumption habits have shifted beyond just traditional linear television to multiple platforms and devices, a greater diversification of measurement systems is critical to support the growth and effectiveness of advertising,“ said Dani Benowitz, U.S. President, MAGNA. “This increasingly fragmented ecosystem has complicated the task of driving a consumer through the purchase funnel, so we’re excited to test-and-learn new ways to measure the effectiveness of our advertising with WarnerMedia.”

Links: WarnerMedia; MAGNA; IPG Mediabrands