Warner Bros. Discovery has recently unveiled their latest first-party data solution for marketers called “Olli.” This platform aims to revolutionize the way TV and video advertising is purchased, sold, and measured, especially with the fluctuations in linear TV and the increasing popularity of streaming services.
Olli provides marketers with a single 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. This new initiative is set to enhance the connection between brands and their target audience by utilizing a wide range of digital and traditional platforms.
Ryan Gould, 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 is to improve brand reach and frequency by balancing them across multiple platforms. Early success has already been shown with Olli, and the company is excited to expand its reach to work with marketers on leveraging advanced audience segments to achieve their advertising, sales, and marketing goals.
Olli 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; Insights and measurement for demonstrating effectiveness and attribution. IPG/Media Brands will begin testing Olli in Q3 before the upfronts are scheduled on May 15 at the Theater at Madison Square Garden. WBD aims to provide marketers with the tools they need to reach their target audience more effectively across multiple platforms.
In summary, Olli is a game-changer in TV and video advertising as it offers marketers a single point of contact for planning, activating, measuring advanced audience segments across various platforms such as linear TV
