Case Study: Warner Bros. Discovery proves Discovery+ incremental reach with AudienceProject

Warner Bros. Discovery proves Discovery+ delivers 0 incremental reach with AudienceProject

Warner Bros. Discovery, a leading global media and entertainment company, needed to demonstrate the incremental value of its streaming service, Discovery+, within cross-media advertising campaigns to compete for larger advertising budgets. Their challenge was to prove that advertising on Discovery+ reached unique audiences beyond those reached by linear TV and online video. They partnered with vendor AudienceProject to leverage its independent cross-media measurement service.

AudienceProject provided a SaaS platform to measure deduplicated reach and analyze audience overlap. This solution demonstrated that Discovery+ delivered significant exclusive reach, proving its incremental value. With AudienceProject's measurement, Warner Bros. Discovery was able to strengthen its position in omnichannel planning by showing advertisers how to maximize campaign reach and build brand awareness more effectively.

Warner Bros. Discovery