Warner Bros. Discovery has recently unveiled its first-party data solution for marketers, named “Olli,” aimed at revolutionizing how TV and video advertising is bought, sold, and measured. This move comes as linear TV is facing changes and streaming services are gaining popularity.
Ryan Gould, head of digital ad sales for Warner Bros. Discovery, stated that the company’s goal is to reach audiences in the most efficient way possible across digital and traditional platforms. Through Olli, marketers can activate advanced audience segments to achieve their advertising, sales, and marketing objectives with success.
Olli offers inventory reallocation in the planning phase, shifting some resources from linear TV to digital and streaming platforms to balance reach and frequency. The product comprises three main components: data and identity powered by an audience graph, activation and automation for targeting and execution, and insights and measurement to showcase effectiveness and attribution.
IPG/Media Brands will begin testing Olli in Q3, with Warner Bros. Discovery scheduled to present at the upfronts on May 15 at the Theater at Madison Square Garden. This announcement signifies the company’s commitment to enhancing the advertising experience for marketers and audiences across various platforms.
Warner Bros. Discovery aims to transform media strategies by providing marketers with a single touchpoint where they can plan, activate, and measure advanced audience segments across various platforms like linear TV, streaming services such as Max and Discovery+
