Warner Bros. Discovery demonstrates incremental value of Discovery+ in cross-media advertising
Problem
As advertisers increasingly plan and buy media across multiple channels, Warner Bros. Discovery needed to demonstrate the incremental value of advertising on Discovery+ alongside linear TV and online video to compete for and grow their share of advertising budgets.
To support this, Warner Bros. Discovery aimed to document the cross-media performance of two campaigns: one for a food solutions brand running across Discovery+ and linear TV, and one for a fast food/take-away brand running across Discovery+ and online video.
Solution
Warner Bros. Discovery partnered with AudienceProject to leverage independent, cross-media measurement and gain a holistic view of campaign performance across linear TV, streaming, and online video.
Through AudienceProject’s SaaS platform, Warner Bros. Discovery was able to measure deduplicated reach and analyse audience overlap across channels. This provided comparable third-party validation of how Discovery+ contributes to total campaign reach alongside its own linear inventory and external online video platforms.
Outcome
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With AudienceProject’s measurement, Warner Bros. Discovery was able to demonstrate that Discovery+ reaches largely non-overlapping audiences compared to both linear TV and online video.
This enabled them to clearly prove the incremental value of Discovery+ within cross-media campaigns, strengthening their position in omnichannel planning and helping advertisers maximise reach and build brand awareness more effectively.
Words from our client
AudienceProject’s cross-media measurement provides detailed insights into the reach and overlap of campaigns across our linear TV and streaming services, as well as other platforms, enabling us to demonstrate the incremental value of advertising on Discovery+ alongside linear TV and online video to maximise reach and build brand awareness.
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