WarnerMedia names three ad measurement partners

The agreement will see the companies work on alternative measures of television advertising performance specifically for counting against audiences, while providing more efficient linear and cross-platform measurement.

Advertisers will therefore be able to gain greater insight into their return on advertising spend and have support to implement an audience-based approach to media planning and buying.

WarnerMedia, which runs media and entertainment brands including Warner Brothers and HBO, said the agreement is part of a move to adopt audience-based currencies in conjunction with traditional panel-based surveys.

Andrea Zapata, head of research, data and insights at WarnerMedia Ad Sales, said: “WarnerMedia is committing to a consultative, tailored, audience-based approach to provide advertisers with full campaign evaluation.

“We are excited to test alternative measurement solutions to better inform media planning and buying, and ensure the full impact of an advertiser’s investment is captured.”

Carol Hinnant, chief revenue officer at Comscore, said: “WarnerMedia has been a partner for nearly two decades and we are proud to have helped support all of their innovative solutions and believe this test and learn will bring the most value to the marketplace.”

Stuart Schwartzapfel, senior vice-president of media partnerships at iSpot, said: “Replicating the current system is not innovative and doesn’t bring the industry forward.

“From offering attention rates to business outcomes at scale, a fresh, transparent approach helps brands invest with confidence, enables WarnerMedia to demonstrate the value it delivers and ultimately allows both to create a better experience for consumers.”

Ross McCray, founder and chief executive at VideoAmp, said: “This is a pivotal moment as the industry makes a once in a lifetime shift away from legacy television currencies to solve decades old problems that have plagued the advertising ecosystem.

“We couldn’t be more energised to collaborate with Warner Media and take yet another step towards a more sophisticated measurement and currency system.”