Dentsu and VideoAmp Announce Industry-First Activation
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 optimise against, with seven major publishers. This new activation is already being utilised 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 optimise 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 and 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 organisation 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.
