Warner Bros. Discovery has recently introduced its first-party data solution for marketers, named “Olli.” This move comes at a time when linear TV is facing changes and streaming services are gaining popularity. With this announcement, Warner Bros. Discovery aims to revolutionize how TV and video advertising is bought, sold, and measured.
Olli provides 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+, and other digital platforms. By introducing Olli and Data-Driven Video, Warner Bros. Discovery aims to transform media strategies to ensure efficient and effective connections between brands and audiences.
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 this offering, marketers can activate advanced audience segments to achieve their advertising, sales, and marketing objectives with success.
Olli also 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.