Warner Bros. Discovery (Nasdaq: WBD) today announced the launch of Olli, its proprietary first-party data platform powering the next generation of advanced advertising solutions for partners. By fusing data, audience intelligence and ad tech solutions, Olli allows for seamless campaign planning, activation and measurement across WBD’s entire portfolio of premium content and brands.
Olli powers WBD’s new, converged Data-Driven Video offering, which can identify one audience across all endpoints, creating the most efficient and precise way to maximize reach, improve engagement and mitigate waste. Enhanced by VideoAmp to further increase campaign efficiency, Data-Driven Video allows clients to exclude heavy linear TV viewers early in the planning process, and then redistribute the focus to balance the target audience across WBD’s linear and digital platforms to ensure optimized reach and frequency. Additional efficiencies include in-flight optimizations that would further reduce unneeded exposures across the target audience. This approach simplifies media planning and delivers impactful audience solutions to audiences to inform smarter investments and enhanced measurement data.
WBD is currently partnering with OMG, RPA and Wayfair, among others, on providing Data-Driven Video solutions. IPG Mediabrands will begin testing in the third quarter of this year.
“With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed. Our goal is to ensure that every connection between brand and audience is reached in the most efficient and effective way across our vast expanse of digital and traditional platforms,” said Ryan Gould, Head of Digital Ad Sales, Warner Bros. Discovery. “We’ve already seen early success with this offering, and we look forward to bringing it to the wider marketplace working with marketers looking to activate advanced audience segments to achieve their advertising, sales and marketing objectives.”
With Olli, WBD can enhance the following pillars throughout a client’s media strategy:
- Data and Identity: Olli’s comprehensive audience graph, derived from direct consumer relationships from over 100 million households and 700 million devices across the U.S., offers in-depth insights into user behaviors and preferences. This enables more effective audience identification, leading to stronger engagement and strategy development. Leveraging first-party data from active users, Olli constructs detailed audience profiles, ensuring precise first-party targeting and enhanced campaign performance.
- Activation and Automation: Olli streamlines WBD ad tech processes with unified planning across the portfolio, integrating marketer data with WBD’s robust first-party audience library, delivering unmatched targeting fidelity and campaign relevance with increased speed to market and cost efficiency. Leveraging Data Clean Room solutions from Snowflake, Olli enhances privacy compliance and data security that are crucial for today’s digital advertising environment.
- Insights and Measurement: Olli arms WBD with actionable ad analytics and industry-leading measurement strategies designed to prove efficacy and attribution throughout the consumer journey. With planned fully integrated measurement partners such as ABCS Insights and LoopMe, Olli provides insight and measurement that is more accurate and actionable for partners than ever before.
Olli leverages the strength of WBD’s unparalleled portfolio of brands, including HBO and Max, discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV, OWN: Oprah Winfrey Network and more, to unleash the power of rich story-driven connections between brands and audiences. By enabling marketers to learn more about audience interests and behaviors, Olli will help advertisers identify the most impactful solutions to reach targeted audiences across all platforms to inform smarter investments and enhanced measurement data.