• by Wayne Friedman , January 3, 2023

In a move that further extends the use of alternative measurement platforms, Warner Bros. Discovery has struck an agreement with VideoAmp to measure cross-screen campaigns across all its networks and media platforms.

The company says it will use VideoAmp “to better represent its audiences for advertisers looking to transact on linear, streaming video and large digital and social media services through a unified, cross-platform currency.”

Using VideoAmp’s data platform, which combines set-top-box and smart TV data, Warner Bros. Discovery in a recent analysis said brands using advertising on its platforms achieved reach per spot that was 1.2 times greater. Among more affluent audiences the reach was even higher -- at 2.3 times per spot in households with household income over $100,000.

VideoAmp uses smart TV automatic content recognition (ACR) data to deduplicate audience reach and frequency across streaming and linear channels.

Last February, Discovery Inc. teamed with the Omnicom Media Group to test data from measurement firms Comscore and VideoAmp along with advertisers including AT&T and State Farm.

In June 2022, VideoAmp struck a similar measurement deal with Spanish-language media company TelevisaUnivision.

Last month, in a deal with Walt Disney, VideoAmp gained access to the company's “clean room” operations for cross-screen measurement.

The two companies have been working with Omnicom Media Group in a test of integrated identity data, which started in the current quarter.