VideoAmp Adds Disney, Fox, Paramount to Planning Tool Using First-Party Streaming Data

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The battle to become the de factor measuring stick for the media industry continues.

As a film enthusiast, I’m always on the lookout for innovative tools that can enhance my viewing experience. Recently, VideoAmp, one of the up-and-coming competitors in the market previously dominated by Nielsen, announced the launch of VXP – an advanced media-planning tool. This groundbreaking technology will tap into first-hand streaming data from industry giants like Disney, Fox, and Paramount Global. The aim is to provide advertisers with a comprehensive understanding of how audiences engage with content across multiple platforms, thereby enabling more targeted and effective advertising strategies.

VideoAmp users can take advantage of expanded access to their technology starting in Q2 2025, which allows them to work with data during the media industry’s annual “upfront” sales period as stated by Peter Liguori, Chairman of VideoAmp. In simpler terms, he confirmed that this technology will be operational and ready for use during the upfront market.

In an era where streaming is king, VideoAmp launches a new product as advertisers and television networks look for alternatives to Nielsen. TV executives are troubled because viewers who watch their programs via digital means may not be counted accurately, even though Nielsen has developed new solutions and received accreditation for them.

Dana McGraw, senior vice president of data and measurement science at Disney, stated that a solution from VideoAmp will help us improve our ability to plan content effectively across various platforms. This means better demonstration of performance and results for advertisers using our resources. By utilizing identity-based insights and our ongoing collaboration with VideoAmp in a ‘clean room’ setting, we are constantly seeking innovative methods to enhance audience reach measurement in streaming, ensuring accuracy and precision.

Omnicom Media Group, a company that purchases advertising spaces for brands like Pepsi, announced they will utilize VideoAmp’s service. Megan Pagliuca, OMG’s chief product officer, stated, “Detailed demographic data is crucial for effective planning across traditional television, streaming platforms, and now social media videos.” She continued, “With the increase in advertising inventory due to the shift towards Connected TV (CTV) and the growing significance of social video platforms, it’s essential we have a comprehensive understanding of our video investment possibilities. By combining audience and results data from Omni – an open platform supporting all Omnicom agencies – Omnicom is working closely with VideoAmp to develop planning capabilities that encompass the entire market, ensuring a consistent strategy across all video platforms.

According to Darren Sherriff, senior vice president of advanced TV at Fox, partnering more intimately with VideoAmp significantly enhances the planning process by making it more comprehensive and inclusive of all Fox inventory spanning both traditional linear and digital platforms. As the methodology for purchasing evolves beyond conventional linear to encompass cross-platform, demographic, and sophisticated audiences, this transformation is crucial for our agency partners, and we are thrilled to facilitate it.”

Darren Sherriff, from Fox’s advanced TV department, stated that working closely with VideoAmp makes the planning process better because it covers all of Fox’s inventory across linear (traditional TV) and digital platforms. As buying methods expand beyond traditional TV to include multiple platforms, demographics, and more advanced audiences, this change is vital for our partners in advertising agencies, and we are glad to help with it.

VideoAmp has teamed up with Snap as well, and Liguori hinted that more companies might jump on board within the coming weeks.

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2025-02-26 18:17