Barb has added pre-campaign planning to Barb Ads Hub, extending the system’s role as a unified platform for ad campaign planning and reporting across the UK TV market.
The industry measurement body said the addition means Barb Ads Hub now provides both pre- and post-campaign functionality for UK advertising buyers and sellers, allowing users to estimate, optimise and evaluate campaign performance across linear and VOD services.
The pre-campaign planner, previously known as Advanced Campaign Hub, sits alongside post-campaign evaluation based on the CFlight methodology within a single interface. Barb said the system also offers standalone and customised reporting, enhanced data visualisation and API-based automated requests for integration into proprietary tools.
Luca Vannini, head of campaign audiences at Barb, said Barb Ads Hub was intended to support users throughout the campaign planning and reporting cycle.
He said: “Barb Ads Hub is designed to provide something for everyone at all stages of the campaign planning and reporting cycle. The addition of the pre-campaign planner means that Barb Ads Hub is now the principal destination for close to 600 UK buyers and sellers of advertising for full-cycle campaign optimisation, with all data compiled and reported in line with joint-industry standards.”
Vannini added that further enhancements are planned, including the integration of streamers into post-campaign analysis.
Barb Ads Hub launched in January with post-campaign evaluation using CFlight, which Barb describes as the world’s first joint-industry accountability tool for linear and VOD services.
A number of updates to post-campaign reporting have also been introduced with the new platform. These include reporting against 11 additional target audiences, broader coverage of BVOD services and the ability to break out campaign results by sales house. Barb said analysis for campaigns running solely on VOD services is also due to launch in the first quarter.
Coverage has already been extended to include delivery on TNT Sports and Sky AVOD platforms, with STV due to follow later in Q1.
Later this year, Barb plans to add a new MMM data pack within the post-campaign evaluation suite, giving users access to campaign exposure data across linear and VOD in a single location for marketing mix modelling.
Barb Ads Hub is available at no extra cost to buyers and sellers of UK TV advertising as part of existing Barb licences. The platform was built by RSMB and runs within the Barb Data Hub.
