Disney Advertising said it’s building expanded cross-platform measurement solutions with Samba TV, Comscore and Nielsen through trials with Omnicom Media Group and Publicis Media.
“There is a big difference between currency and measurement and as the industry continues to evolve – the only constant is change,” said Lisa Valentino, executive vice president of client solutions and addressable enablement at Disney Advertising, in a statement. “Disney is not in the business of scoring players. It is our responsibility to deliver the best measurement capabilities for our clients that give them visibility into effectiveness and outcomes across our vast portfolio of premium content. We are continuing to do the work to innovate on behalf of our clients based on their unique category needs; that’s our commitment.”
Disney Advertising and Samba TV are expanding their relationship to bring Samba’s True Reach and Frequency currency measurement to agencies and holding companies accessing Disney inventory. The companies are working with Hyundai to measure de-duplicated reach and frequency across the entire Disney ecosystem. Publicis Media will also begin using the TRF solution this spring.
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“Measurement has evolved to the point where true aggregation and de-duplication across Linear TV, CTV and Digital has become possible at the media channel, publishing partner and screen level,” said Samba TV CEO Ashwin Navin in a statement. “Disney has been a consistent early media pioneer and they are again leading the industry providing advertisers with the most comprehensive set of insights and capabilities to assess holistically how their advertising is performing in real time and to optimize on those insights. Samba TV is proud of our longstanding partnership with Disney and we are thrilled to enable transaction and measurement across all Disney platforms with the kind of depth, breadth and actionability that just wasn’t available with prior methodologies and providers.”
After last year joining the Nielsen One pilot program, Disney Advertising and Publicis Media said they will work simultaneously to develop requirements that enable more precise measurement capabilities. Disney said it can help inform how the platform can expand and have a bigger presence in live events, particularly in sports. Disney has also begun work with Comscore and Omnicom Media Group to help advertisers access insights across the Disney portfolio inclusive of linear and digital over the next several months.
“As advertisers seek to increase the effectiveness of media investments, they are looking for accurate advanced measurement solutions to create a comprehensive, de-duplicated view of their audience,” said Carol Hinnant, chief revenue officer at Comscore, in a statement. “Comscore is proud to collaborate with Disney Advertising and our advertiser and agency partners to explore methodologies for measurement that fuels insights across all screens.”