asiCast 198: From design to deployment – an agency response to Barb Ads Hub
Barb Ads Hub was launched in January of this year as a platform combining both pre-campaign planning and post-campaign reporting under Barb’s joint-industry C-Flight methodology. In this asiCast our Executive Director John McCarthy interviews Barb’s Director of Partnerships and Communications, Luca Vannini, and Tom Stimpfig, Head of Video at PHD/Omnicom, about the launch, design and future development of the campaign measurement tool.
Barb has long produced trustworthy data but has had little control over how it flowed through the ecosystem. The Ads Hub, built on the underlying Barb Data Hub, gives Barb control of data distribution while preserving a single source of truth across panel and first-party data from BVOD services.
Design and governance of the Ads Hub involved a 60-plus-person cross-industry user group (broadcasters, agencies, streamers, advertisers), which included Tom. He describes to John how the tool is used across campaigns to validate the incremental reach from BVOD. Having the planning and reporting in one platform allows for speed and validation of the cost-efficiencies delivered by BVOD’s additional reach to linear TV.
Luca and Tom look to future developments that would lead to richer API integration into agencies’ proprietary tools and discuss several important enhancements currently underway. The video ecosystem remains extremely complex, but both agree the Ads Hub is a step towards making that complexity more transparent and trustworthy.
Luca Vannini and Tom Stimpfig talk with John McCarthy:
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