WarnerMedia Joins Comscore Programmer Trials

Media measurement company Comscore June 9 announced that WarnerMedia is the first national programmer to formally participate in the media measurement company’s upstart “National Addressable TV” programmer trials.

Addressable advertising aims to deliver commercials targeting specific demos and consumer groups rather than mass canvassing population groups.

Starting in late 2020, Comscore said WarnerMedia, with properties including Warner Bros. Pictures, HBO and Turner, has executed national addressable campaigns across multiple MVPD platforms.

WarnerMedia is the first media company to test pilot the program enabling programmers to measure their national linear inventory across multiple multi-video program distributors and connected TV providers while monitoring inventory allocation strategies and measurement parameters.

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“We believe that addressable advertising is a premium experience and an opportunity that allows brands and agencies to reach the right audience with the right ad at the right time,” JP Colaco, head of advertising sales for WarnerMedia, said in a statement.

Colaco said that to maximize the value of the company’s content to advertisers, it is important to offer marketers transparency in measurement through a third party.

“Comscore’s efforts to provide aggregated measurement, at scale, across MVPD and CTV footprints is an important advancement for agencies, brands and sellers,” Colaco said.

Comscore has been conducting measurement trials across over the past year. The company’s “national addressable” solution is open to all national programmers and CTV/ MVPD providers that plan to execute similar TV campaigns as part of their national ad inventory strategy.

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