Warner Bros. Discovery revealed the launch of Olli, a proprietary first-party data platform that will power the next generation of advanced advertising solutions for partners. Through the platform, advertisers will be able to organize, launch, and track ad campaigns throughout WBD’s content library. Olli enables seamless campaign planning, activation, and measurement across WBD’s entire portfolio of premium content and brands by combining data, audience intelligence, and ad tech solutions.
With a new feature called data-driven video, the Olli platform will enable advertisers to target specific demographics, assisting clients in optimizing reach, reducing waste, and increasing engagement. With data-driven video, clients can refocus to balance the target audience across WBD’s linear and digital platforms after the early exclusion of heavy linear TV viewers. Additionally, it contains tools to lessen needless exposure for the intended audience.
The product promises to provide audience solutions and streamline media planning. Through the collection of first-party data from its direct users and consumers, Olli will be able to identify audiences. The user base of WBD’s portfolio of brands, which includes HBO and Max, Discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV, and OWN: Oprah Winfrey Network, will be tapped into by Olli.
WBD has previously collaborated with media agencies to offer data-driven video solutions, including MG, RPA, and Wayfair. The third quarter of this year will see the start of testing by IPG Mediabrands.
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WBD can strengthen the following pillars of a client’s media strategy with Olli:
Olli’s extensive audience graph provides detailed insights into user behaviors and preferences. It is derived from direct consumer relationships spanning over 100 million households and 700 million devices in the United States. This makes it possible to identify audiences more precisely, which strengthens engagement and facilitates the creation of strategies. Olli creates comprehensive audience profiles by utilizing first-party data from active users, guaranteeing accurate first-party targeting and improved campaign performance.
By unifying planning across the portfolio and integrating marketer data with WBD’s extensive first-party audience library, Olli optimizes WBD’s ad tech processes and delivers unrivaled targeting fidelity and campaign relevance along with faster time-to-market and cost savings. By utilizing Snowflake’s Data Clean Room solutions, Olli improves data security and privacy compliance, two essential aspects of the modern digital advertising landscape.
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Olli provides WBD with cutting-edge measurement techniques and actionable ad analytics to demonstrate effectiveness and attribution at every stage of the customer journey. Olli offers partners more precise and useful insight and measurement than ever before thanks to its upcoming fully integrated measurement partners, like ABCS Insights and LoopMe.
Ryan Gould, Head of Digital Ad Sales, Warner Bros. Discovery said,
“With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed. Our goal is to ensure that every connection between brand and audience is reached in the most efficient and effective way across our vast expanse of digital and traditional platforms. We’ve already seen early success with this offering, and we look forward to bringing it to the wider marketplace working with marketers looking to activate advanced audience segments to achieve their advertising, sales and marketing objectives.”
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