Warner Bros. Discovery has recently unveiled their latest first-party data solution for marketers, called “Olli.” This innovative platform is set to revolutionize the way TV and video advertising is purchased, sold, and measured, particularly as linear TV viewership fluctuates and streaming services continue to gain popularity.
With Olli, marketers can access 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. This new approach to media strategy allows brands to better connect with their target audience by leveraging a wide range of digital and traditional platforms.
Olli features 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. The platform also 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 marketers balance reach and frequency for better targeting and execution.
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 they need to reach their target audience more effectively and efficiently across multiple platforms. With Olli’s help, brands can develop new strategies that leverage data-driven insights to improve their advertising campaigns’ performance.
Ryan Gould, head of digital ad sales at Warner Bros. Discovery stated that “This initiative offers a new way to develop and execute media strategies that utilize a wide range of digital