Warner Bros. Discovery recently launched their latest first-party data solution for marketers, called “Olli.” This platform is set to change the way TV and video advertising is purchased, sold, and measured, especially with the fluctuations in linear TV and the growing popularity of streaming services. Olli offers marketers 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, head of digital ad sales at Warner Bros. Discovery stated that Olli and Data-Driven Video offer a new way for brands to develop and execute media strategies. The goal of this initiative is to improve 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 achieve their advertising, sales, and marketing goals.
The platform 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 balance reach and frequency for better targeting and execution. The product consists of three main components: Data & Identity, powered by an audience graph of 100 million households & 700 million devices; Activation & Automation for improved targeting; Insights & Measurement to demonstrate effectiveness & attribution.
IPG/Media Brands will begin testing Olli in Q3 before the upfronts scheduled on May 15th at Madison Square Garden Theater where WBD will present it’s new platform. Warner Bros. Discovery aims to revolutionize the advertising industry by providing marketers with the tools they need to reach their target audience more effectively & efficiently across multiple platforms.