Warner Bros. Discovery recently unveiled their latest first-party data solution for marketers, called “Olli.” This platform is set to revolutionize TV and video advertising by providing marketers with a singular point of contact to plan, activate, and measure advanced audience segments across various platforms such as linear TV, streaming services like Max and Discovery+, and digital platforms.
Ryan Gould, the head of digital ad sales at Warner Bros. Discovery, stated that Olli and Data-Driven Video offer a new way to develop and execute media strategies. The goal of this initiative is to enhance the connection between brands and their target audience by utilizing a wide range of digital and traditional platforms. Olli has already shown early success, and the company is looking forward to expanding its reach to work with marketers in leveraging advanced audience segments to accomplish their advertising, sales, and marketing goals.
Olli includes features that reallocate inventory during the planning process by shifting some resources from heavy linear TV viewers to digital and streaming platforms. This helps to balance reach and frequency for better targeting and execution. The product consists of three main components: Data and identity, powered by an audience graph of 100 million households and 700 million devices; Activation and automation for improved targeting; and insights and measurement to demonstrate effectiveness and attribution.
IPG/Media Brands is set to begin testing Olli in Q3, just before the upfronts, with WBD scheduled to present on May 15 at the Theater at Madison Square Garden. Warner Bros. Discovery aims to provide marketers with the tools