Measurement company VideoAmp said that $1 billion in media buys have already been guaranteed using its measurement as a currency this year.
VideoAmp is on track to reach $1.5 billion by the end of the year, the company added, and is growing at a rate of 651% year over year compared to the same point in 2023.
“This is incredibly encouraging to see, and share, as our growth figures clearly indicate that there is a seismic industry shift underway,” VideoAmp chief commercial and growth officer Pete Bradbury said. “Advanced media measurement is here, and it’s here to stay. Our mission is to help clients plan, deliver and ultimately drive better outcomes, and we’re making good on that promise.”
The company said the gains were coming as more ad buyers and advertisers invest in data-driven, audience-based campaigns and use measurement from companies other than Nielsen.
“As an early adopter of big data, VideoAmp has made profound contributions to currency innovation, aiming to right-size the industry’s measurement capabilities to reflect total video viewership and support audience planning and buying,“ Omnicom Media Group North America chief investment officer Geoffery Calabrese said. “We applaud VideoAmp’s efforts to foster healthy competition in our marketplace and for enabling our clients to transact and measure against the audiences and KPIs that matter most to them.”
In addition to OMG, VideoAmp said it works with buyers and sellers including A+E Networks, Allen Media Group, IPG Mediabrands, NBCUniversal, Paramount, RPA and Warner Bros. Discovery.
“At Warner Bros. Discovery, we’re committed to providing unmatched value to our clients with innovative solutions that drive exceptional results,” said David Porter, head of ad sales research, data and Insights at Warner Bros. Discovery. “Integrating VideoAmp’s state-of-the-art measurement tools into our Olli platform has delivered extraordinary levels of growth, efficiency and execution to our partners’ cross-platform Data-Driven Video campaigns across WBD’s iconic portfolio of brands and programming.”
VideoAmp added that its work with OpenAP has expanded the overall market for advanced audience campaigns.
