News in brief: ITV Partners with YouTube; Warner Bros to Split Streaming and TV Businesses; Barb Tool Overestimates Broadcaster Reach
ITV has partnered with YouTube’s partner programme, bringing its library to viewers through the video platform. A dedicated YouTube unit has been created within the broadcaster’s commercial team to direct activity. Advertisers will be able to target their ad campaigns based on ITV’s content, from specific programmes and genres to demographics or device type. The move is part of the broadcaster’s efforts to maximise the reach of its content beyond linear TV and its streaming platform ITX.
Warner Bros Discovery has revealed plans to split its TV networks and streaming/studios businesses into two separate units, reports the FT. The plans of a restructuring may increase the chances of a company breakup. Under the new structure, the TV business will reportedly focus on maximising profitability and free cash flow, while the streaming and studios division will focus on driving growth and increased invested capital. Warner Bros’ chief executive, David Zaslav, said the move will enhance their flexibility for potential strategic opportunities in the future.
Barb’s Advanced Campaign Hub planning tool – which is used by advertisers and media agencies to plan campaigns on a range of streaming services – was found to be overestimating broadcaster reach by an average of 40%. The tool combines linear Barb panel data with first-party data. This was revealed by Vicky Fox, Omnicom Media Group UK chief planning officer, at a panel at The Future of TV Advertising Global on Wednesday, states the The Media Leader. The reporting discrepancy between the Advanced Campaign Hub and CFlight had been communicated to agencies back in November. No discrepancy appears to have been detected for linear TV figures.
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