dentsu and VideoAmp Announce Industry-First Activation, Guaranteeing Advanced Audience Buys Across Seven Major Media Publishers
Dentsu, via its DELTA solution, becomes first agency to strategically buy audiences guaranteed on VideoAmp Currency across publishers including A+E Networks, FOX, Hallmark Media, NBCUniversal, Paramount and Warner Bros. Discovery
NEW YORK (October 12, 2023) – Dentsu and VideoAmp announced today an industry leading activation enabling dentsu’s US media agencies to seamlessly guarantee strategic audience buys across seven major media portfolios including A+E Networks, FOX, Hallmark Media, NBCUniversal, Paramount and Warner Bros. Discovery, among others. Through dentsu’s Data Enabled Linear TV Activation (DELTA) platform, powered by VideoAmp’s leading big dataset, clients can now transact and guarantee on the same advanced audiences built within dentsu’s Merkury ecosystem that they currently plan and optimize against, with seven major publishers. This new activation is already being utilized with clients further helping advertisers to drive better outcomes and higher return on ad spend.
“As we look to the future of seamless video investment for our clients, this innovative advancement represents a positive shift in the marketplace, enabling advertisers to more effectively reach more valuable audiences in premium placements,” said Brad Stockton, SVP, Video Innovation, dentsu Media US.“This is our latest effort to drive adoption of alternative currencies as we seek to build out a unified investment approach rooted in the same source of truth through DELTA.”
DELTA leverages VideoAmp to provide advertisers with a unified solution for planning and measurement, and access to currency-grade data and insights. This results in a more effective way to optimize media spend and reach an advertiser’s target audience across premium publishers.
“The growth that we’ve been able to achieve since we first engaged with dentsu on currency in 2021 is incredible. Moving past testing to this kind of scale is a testament to the DELTA team and their commitment to providing clients with the benefits of using an advanced currency,” said Ross McCray, Founder & CEO of VideoAmp. “This is just the start and we look forward to collectively helping advertisers make their media investments work harder and smarter to achieve the business outcomes that matter most to them.”
The news builds off what has been a leading relationship between DELTA and VideoAmp as the industry moves towards more data-driven linear buys and gains more network support.
“This latest advancement between dentsu and VideoAmp marks an exciting step forward for our industry in enabling advertisers to transact against advanced audiences at scale, an approach we fully embrace at Warner Bros. Discovery,” said Marybeth Strobel, Executive Vice President, Ad Sales at Warner Bros. Discovery. “By leveraging these innovative solutions in audience-based buying, advertisers can better leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises and coveted audiences and ensure the impact of their investment is more fully captured.”
This announcement is the latest from dentsu’s DELTA team as the organization seeks to lead the marketplace forward in mapping alternative currencies against advanced audiences. To showcase the benefits of moving in this direction and away from legacy solutions, VideoAmp and Paramount released case studies this past April, illustrating the power of guaranteeing on advanced audiences and the incremental lift that VideoAmp’s currency delivers in driving higher outcomes and conversions. VideoAmp has seen growing adoption and scale of its advanced currency and measurement solutions, with rapid acceleration across major broadcast and longtail networks, streaming providers and media agency holding companies including dentsu.
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society. www.dentsu.com
VideoAmp is an adtech company offering data and software solutions with a mission to increase the value of advertising by redefining how media is valued, bought and sold. By leveraging the power of currency-grade, big data, VideoAmp’s solutions allow clients to access advanced audiences and real-time insights to plan, optimize and measure media investments across platforms. With these solutions, media sellers can maximize the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 13 major linear and streaming publishers on board, along with all major media holding companies and several independent agencies and 75+ advertisers. This has resulted in hundreds of campaigns transacted on VideoAmp currency and putting the company on track to deliver billions of advertising spend in currency guaranteed campaigns for the 2023/2024 broadcast year. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com
Source: Business Wire