We are excited to share that on the heels of our ongoing currency testing, today WarnerMedia Ad Sales and IPG Mediabrands announced a new test-and-learn initiative for alternative video ad performance measurement ahead of this year’s Upfronts.
As TV audiences are more scattered than ever before, accurate cross-platform ad performance is crucial for campaigns large and small. Working directly with WarnerMedia and IPG Mediabrands this spring, iSpot is excited to participate in this currency review to push TV measurement forward.
Utilizing iSpot data, the test-and-learn will shed new light on cross-platform TV ads and attribution to address the strong industry demand for holistic and reliable intelligence that separately measures both ads and content. While panels have long been utilized to evaluate campaigns, today’s media environment requires verified impressions at the glass level, as we have for the last decade.
“As TV continues to change, networks and brands alike require accurate and modern currencies to transact upon,” said Stu Schwartzapfel, SVP of Media Partnerships at iSpot. “In advance of this year’s Upfronts, we’re excited to join our partners at WarnerMedia in furthering TV’s cross-platform evolution with an emphasis on measurement that highlights the effectiveness of ads.”
This new test-and-learn comes at a key time for TV after a busy first quarter of tentpole events like the Olympics, Super Bowl and March Madness. Working with innovative partners like those at WarnerMedia and IPG Mediabrands to attach true values to ad performance, we’re setting the stage for an Upfronts season with more informed media planning and buying for both linear and CTV environments.
Read more about WarnerMedia’s announcement here. And for more on how iSpot is measuring TV, see recent announcements with NBCU, The Trade Desk and Crown Media.