Barb has appointed RSMB to build a new analytics system that will support full-cycle campaign planning and reporting on linear and VOD services.
The new system will be a web-based interface where Barb clients can access and export data from Barb’s pre-campaign planning and optimisation tool, Advanced Campaign Hub and post-campaign evaluation service, CFlight. Users will be able to run standalone and customised reports with advanced data-visualisation capabilities. It will also allow for the automated request of reports via API for ingestion into proprietary reporting tools.
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.”
It’s the latest addition to Barb’s suite of audience measurement services as the audience researcher continues to build a cross-platform offer.
Further upgrades to CFlight will be rolled out with the launch of the new analytics system. These will focus on extending the coverage of VOD services and enhancing the reporting, by enabling users to analyse performance by sales house and to assess VOD-only campaigns.
“We are excited to be developing a solution that will streamline data access and reporting whilst also empowering planners and buyers with advanced insights into the incremental value of VOD. This will be a modern and game-changing tool that will set new standards for cross-platform campaign planning and analysis.”
RSMB will be responsible for developing, maintaining and running the system, with the launch planned for January 2026. It will be designed to leverage the data-storage capabilities of the new Barb Data Hub.
The new system has the working name of Total Campaign Reporting Suite.
