UK measurement body Barb this morning announced it has expanded its pre-campaign planning tool Advanced Campaign Hub to cover Netflix and discovery+. Advertisers using the tool will be able to map out the projected reach of their campaigns and plan across ITV, Channel 4, Channel 5, Sky, UKTV, Warner Bros. Discovery’s wider portfolio, and Prime Video, as well as Netflix and discovery+. Barb also revealed it is in advanced talks with Disney to add Disney+ data to the Advanced Campaign Hub.
Barb has reported on Netflix viewing since it signed up in 2022, and started reporting on discovery+ earlier this year. However this data has been limited to Barb’s regular service and programme-level reporting, measuring viewing for each provider and the individual shows they run. From an advertising perspective this data is lacking in Netflix’s case, since it doesn’t indicate how much viewership is attributed to ad-supported accounts.
The Advanced Campaign Hub meanwhile uses a mix of Barb’s data and impression level data provided by streaming platforms to help advertisers and media agencies to forecast the deduplicated reach and frequency of their ad campaigns across Barb-reported services. The measurement body says it has worked closely with Netflix to ensure that it has up-to-date data on the total UK reach of Netflix’s ad tier, in order to accurately inform its planning tool.
“Netflix has been incredibly engaged in the process for this latest update. Thanks to this active collaboration, we are also starting to display its ad-tier audiences as part of our daily-audience reporting for Barb subscribers,” said Luca Vannini, head of campaign audiences at Barb.
This will give UK advertisers some much needed insight into where Netflix fits into their media plans, demonstrating the reach of its ad tier across their desired audiences. Netflix’s hope will be that Barb’s tool will demonstrate the value of its ad accessible audience to advertisers, driving more spend on to the platform.
“We also welcome Warner Bros. Discovery’s commitment to extend our reporting of its VOD service, discovery+, for planning purposes,” said Vannini. “By developing tools for independently assessing ad-tier adoption, this is yet another break-through moment in the evolution of Barb’s audience-centric data.”
