Warner Bros. Pictures uses Adstream mostly as a repository for video creative and trailers for theatrical releases in the past.
But upon the company’s acquisition of Deluxe AdServices in February, Adstream is now beta testing campaign management and analytics tools that determine creative effectiveness with clients like Warner Bros. It will release the tools more widely in the next few months.
“We expect content delivery companies to be at the center of the data industry in the future, given our proposition of going upstream,” said Ian Wheal, global strategy director for Adstream. “We’re expanding into analyzing the final delivery of content and how efficient was this asset in driving traffic to the website [or sales].”
Warner Bros. is using Adstream as a central campaign management hub, both within its creative services group, which focuses on custom sponsorships, and traditional marketing services. A number of its agency partners also use it to upload and prime assets for digital and broadcast delivery.
Necessary expects the next step will be using Adstream to connect the content production component with Warner Bros.’ testing platforms, “so we can see what’s being said about the creative before it even hits the market,” he said, which helps guide media investment.