Warner Bros. Discovery is revolutionizing the advertising industry with its latest first-party data solution for marketers, called “Olli.” This platform aims to change how TV and video advertising is purchased, sold, and measured, especially with the fluctuations in linear TV and the increasing popularity of streaming services.
Olli provides marketers with 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. By leveraging this wide range of digital and traditional platforms, brands can develop more effective media strategies that reach their target audience more efficiently.
Ryan Gould, the head of digital ad sales at Warner Bros. Discovery, stated that Olli and Data-Driven Video offer a new way to develop and execute media strategies. The goal of this initiative is to enhance 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 accomplish their advertising, sales, and marketing goals.
One of Olli’s key features is its ability to reallocate inventory during the planning process by shifting some resources from heavy linear TV viewers to digital and streaming platforms. This helps to balance reach and frequency for better targeting and execution. The product consists of 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;