WarnerMedia eyes Comscore, iSpot.tv and VideoAmp for alternative ad measurement

WarnerMedia Ad Sales has picked Comscore, iSpot.tv and VideoAmp as potential audience-based ad measurement partners as it seeks alternatives to Nielsen’s panel-based surveys.

The programmer said it is now moving onto a “test-and-learn” phase to develop an expanded portfolio of measurement solutions—including counting against audiences, while providing linear and cross platform measurement with greater efficiency—for its clients and partners. Beyond providing metrics like reach and frequency, WarnerMedia said it will be expanding its discovery process to account for attention metrics and outcomes-based solutions in 2022.

“WarnerMedia is committing to a consultative, tailored, audience-based approach to provide advertisers with full campaign evaluation,” said Andrea Zapata, head of research, data and insights for WarnerMedia Ad Sales, in a statement. “We are building the world’s most effective video advertising service and we are excited to test alternative measurement solutions to better inform media planning and buying, and ensure the full impact of an advertiser’s investment is captured.”

“Kicking off 2022 by partnering with WarnerMedia to allow advertisers and agencies the ability to evaluate new measurement across its media inventory is exciting and truly leading the industry to harness the future now,” said Carol Hinnant, chief revenue officer of Comscore, in a statement. “WarnerMedia has been a partner for nearly two decades and we are proud to have helped support all of their innovative solutions and believe this test and learn will bring the most value to the marketplace.”

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“Replicating the current system is not innovative and doesn’t bring the industry forward. Every second of advertising across platforms, and specific audience segments can and should be verified and measured along with programming,” said Stuart Schwartzapfel, senior vice president of media partnerships at iSpot, in a statement. “But beyond a better, faster system of quantifying audience, the technologies are now in place to measure the very real impact Warner delivers to brands. From offering attention rates to business outcomes at scale, a fresh, transparent approach helps brands invest with confidence, enables WarnerMedia to demonstrate the value it delivers and ultimately allows both to create a better experience for consumers.”

“This is a pivotal moment as the industry makes a once in a lifetime shift away from legacy television currencies to solve decades old problems that have plagued the advertising ecosystem. We couldn’t be more energized to collaborate with Warner Media and take yet another step towards a more sophisticated measurement and currency system. A system that is truly cross-platform, supports traditional and advanced audiences, plus attribution, and allows for both sides to unlock new value and win. VideoAmp is prepared to do whatever it takes to support our customer’s mission,” said VideoAmp CEO Ross McCray in a statement.