Disney Advertising Strikes Data Deals With Samba TV, Comscore, Nielsen And Omnicom, Publicis
- by Wayne Friedman , March 1, 2022
Ramping up its new data measurement efforts, Disney Advertising says it has started up tests with Samba TV, Comscore, and Nielsen along with media agencies Omnicom Media Group and Publicis Media.
Disney says it is working with nearly 100 providers to create a more client-specific view of consumption for future campaign planning.
“Disney is not in the business of scoring players,” said Lisa Valentino, executive vice president, client solutions and addressable enablement, Disney Advertising, in a release. “It is our responsibility to deliver the best measurement capabilities for our clients that give them visibility into effectiveness and outcomes across our vast portfolio of premium content.”With Samba TV, Disney is expanding its existing agreement to bring Samba’s True Reach and Frequency (TRF) currency measurement to agencies and holding companies that have Disney inventory. Publicis Media will join this effort in the spring of 2022.
Disney Advertising has worked with Hyundai and Samba TV to measure de-duplicated reach and frequency across Disney platforms.
For Nielsen One, Nielsen’s forthcoming cross-platform measurement system, Disney Advertising Sales and Publicis Media will work with Nielsen to advise it on requirements to gain more precise measurement capabilities. Nielsen One will offer comparability and audience deduplication across all screens.
Disney will also continue to test audience data through work with Comscore and Omnicom Media Group to help advertisers gain insights across the Disney linear and digital platforms and networks over the next several months.
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