Discovery and OMG launch data trial pilot ahead of Upfronts

Discovery has announced a new data trial pilot with Omnicom Media Group (OMG).

The trial will aim to offer new currencies to advertisers in the upcoming television Upfront season. It is currently in progress across multiple advertiser categories and evaluates linear delivery for OMG clients via several measurement services. 

Discovery said that the pilot aims to validate that burgeoning measurement services provide stable and accurate audience estimates. Comscore and VideoAmp will serve as the video measurement services for the initial set of advertisers, which include AT&T and State Farm.

Jon Steinlauf, chief US ad sales officer, Discovery, said: “As we head into the Upfront season, it is vital that we work with our clients who believe they have an idea that might improve upon the current status quo in measurement. This pilot program with OMG ensures our partners can test best-of-breed measurement solutions, as well as trial new linear TV currencies, which will be an important first step towards transitioning to an eventual accredited person-based cross-platform currency.”

Geoff Calabrese, chief investment officer of Omnicom Media Group, said: “Understanding that the video currency of the future has to better align with our advertisers’ objectives, we need to be transacting cross-platform on metrics that directly relate to our advertisers’ audiences and are reliably measured. OMG’s partnership with Discovery will accelerate our ability to deliver on this imperative for our clients.”