Media and entertainment giant Warner Bros. Discovery has announced new measurement and attribution partnerships with 605, ABCS Insights, DISQO, EDO, LoopMe and Pilotyly, to demonstrate the impact of ad campaigns across its portfolio.
The six new partners will work with the company to prove campaign effectiveness across multiple platforms, and provide insights around the full-funnel impact of an advertiser's investment across its portfolio of entertainment, sports, news and lifestyle brands. Warner Bros. Discovery says a 'diverse and more precise currency and measurement framework' will improve advertisers' access to its cross-portfolio monthly audience of 238 million viewers.
In addition, the group explains that it is working with EDO, ABCS Insights, DISQO and 605 to build a toolbox of attribution and efficacy offerings that will serve clients across categories, audiences, platforms and KPIs throughout the sales funnel. Projects include using both DISQO and LoopMe to understand the effectiveness of HBO Max campaigns from launch.
Andrea Zapata (pictured), EVP Head of Ad Sales Research, Measurement and Insights comments: 'We're excited to link arms with these innovative companies to better measure and evaluate the attribution and efficacy of campaigns, allowing advertisers to see the true value of our premium storytelling across platforms, from initial consumer awareness to actual consumer action'.
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All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.