Barb Audiences

Yesterday, our Chief Executive, Justin Sampson, spoke to Denise Turner, incoming Research Director at IPA (Institute of Practitioners in Advertising), at Adwanted Events' Connected TV World Summit for a session looking at the impact of planning streaming services' ad tiers alongside TV companies' linear channels and streaming offerings. Justin showed how Barb data are uniquely used at every stage of the campaign planning and reporting process, in what we have dubbed the Media Measurement Loop. And yesterday, we announced that we have appointed RSMB to build a new analytics system that will house both Advanced Campaign Hub and CFlight. This will be a modern, web-based interface that will support this full-cycle campaign planning and reporting on linear and VOD services. Find more more here: https://lnkd.in/eKzjE_Qh #ctvws

Barb Audiences has appointed RSMB to build a single interface for Advanced Campaign Hub and CFlight. Luca Vannini, Head of Campaign Audiences at Barb, said: “The development of this ground-breaking system is in direct response to our clients, who overwhelmingly expressed their desire for a new, modern interface to access Advanced Campaign Hub and CFlight. “As the architects of the underlying methodologies of both these systems, RSMB has an excellent understanding of our campaign planning and reporting requirements. Uniting methodology and development under one roof will streamline data-processing procedures and deliver efficiencies by halving implementation and testing lead times and accelerating time to market for future developments.” Find out more here: https://lnkd.in/eKzjE_Qh

Next week, you can also catch Barb Audiences' Head of Campaign Audiences, Luca Vannini, speaking at egta's Market Intelligence Meeting - TV measurement session in Budapest on Wednesday March 12th at 15.20. Luca will be discussing how Advanced Campaign Hub and CFlight support a virtuous cycle of campaign optimisation.

Barb Audiences' Justin Sampson will be speaking to Denise Turner, incoming IPA (Institute of Practitioners in Advertising) Research Director for a session called 'The impact of planning SVOD ad tiers alongside BVOD and broadcast TV' at Adwanted Events' Connected TV World Summit #ctvws next Tuesday March 11th at 15.50. Justin will talk about how Barb has made it possible to plan leading ad-supported streaming services including Netflix (ad tier), Prime Video (ad tier) and discovery+ alongside broadcast linear TV and BVOD in Advanced Campaign Hub, Barb's pre-campaign planning and analysis tool. This gives media buyers a better understanding of the incremental reach that different platforms provide. He'll also discuss plans for post-campaign reporting of cross-platform campaigns via CFlight so this, too, can expand beyond broadcast linear and BVOD. With global streamer ad tiers and video sharing platforms becoming more important to viewers and advertisers, this discussion considers the opportunities to make holistic AV measurement and planning easier.

Barb Audiences, together with Kantar Media, today announced a landmark initiative to expand its measurement of the YouTube content that people watch on TV sets. This will make Barb the first TV joint-industry measurement system in the world to incorporate viewing to YouTube channels. Justin Sampson, Barb's Chief Executive, said: “Barb’s innovation programme continues to bear fruit. In recent years we have gone beyond broadcasters and beyond linear to deliver a fundamental step-change in our industry’s understanding of how people watch programmes and ads. “We’re now starting to deliver on a commitment to report more of the content people watch on YouTube. This commitment came off the back of an industry consultation which established a buy-side consensus on the need for transparent reporting of content with contextual indicators of quality. “Our new data on the content people are watching on YouTube will meet several needs across our industry. Advertisers and media agencies are looking for more insight into the most-watched editorial environments on YouTube, while programme-makers use our data to inform the commissioning process. We also anticipate the data will be of interest to those working in industry regulation.” Read more here: https://lnkd.in/eBWFem45

We are collaborating with PAMCo Ltd (Publishers Audience Measurement Company Ltd) for shared data collection. Caroline Baxter, Barb Audiences' COO, said: “The pilot in 2024 demonstrated the benefits of JIC co-operation on data collection – maximising the value of investment in a high-quality, single-source sample and avoiding unnecessary duplication of effort. We look forward to exploring further opportunities for cross-media collaboration.” 

We've appointed MediaSense and Snowflake for the Barb Data Hub, a new cloud-based system for storing, processing and distributing Barb viewing data to the industry. Caroline Baxter, Chief Operating Officer at Barb Audiences said: “We look forward to working with MediaSense and Snowflake to develop, maintain and evolve the Barb Data Hub. This sits at the heart of our new data-distribution strategy, ensuring we are keeping up with how our clients want to access and use our data now and in the future. “In time, the Barb Data Hub will be the way for all parts of our ecosystem to get hold of the data they need. To this end, we also look forward to working with data-analytics businesses and our end users to ensure a smooth transition from legacy processes.” Read more here: https://lnkd.in/e2jhBSqM Sam Tomlinson David Fisher #barbdatahub

Luca Vannini, Head of Campaign Audiences at Barb Audiences, spoke to Jenny Priestley at TVBEurope about how we are working to report the ad tiers on the streaming services: https://lnkd.in/eiyC4QEg

We've released the SVOD subscriptions data from our Establishment Survey for Q4 2024. Douglas Whelpdale said: “The overall figures for Q4 2024 are largely flat compared to Q3. “Looking at the three services with ad tiers, Amazon has the largest ad tier with 11.6m homes. With most Amazon homes on the ad tier this, this represented modest growth on Q3. But set against a modest decline in overall Amazon Prime video access, this would suggest newcomers to the service are taking the ad tier. "Meanwhile, the Netflix ad tier is now in almost 1m more homes than in Q3, while the Disney+ ad tier is now in 26% more homes than the last quarter. The majority of homes on these two services are still using the service without ads, so there is plenty of room for their ad tiers to grow.” Read more here: https://lnkd.in/eCjQPTP2

Today we've announced the launch of the prototype phase of Barb Panel Plus. Read more here: https://lnkd.in/eby9gfrS