Dentsu Aims to Test VideoAmp-Backed Ad Buys Across Seven Media Companies
variety.comBrian Steinberg Senior TV Editor Advertisers considering new ways to measure video audiences may finally be getting a yardstick that can actually do the job.
For years, individual TV companies have been testing a number of would-be competitors to Nielsen. each offering a bespoke brew of measurement technologies that marketers and media agencies can test as they see fit.
Now one of the bigger media buyers wants to help connect the dots. Dentsu said it plans to utilize technology from VideoAmp to guarantee audience buys across the media portfolios of seven different media companies, including Paramount Global, Fox Corp., Warner Bros.
Discovery, A+E Networks, Hallmark Media and NBCUniversal. Advertisers will be able to use Dentsu’s platform to devise plans to reach audiences as well as guarantees of levels of reach and frequency. “This isn’t just the big conglomerates, but the smaller networks,” says Brad Stockton, senior vice president of video innovation at Dentsu Media US, in an interview.
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