The competition to establish dominance as the go-to measurement tool in the media industry is heating up, with VideoAmp unveiling its latest offering, VXP. This new media-planning tool will utilize first-party streaming data from major players like Disney, Fox, and Paramount Global to provide advertisers with valuable insights into audience behavior across different media platforms.
According to Peter Liguori, VideoAmp’s chairman, clients will have access to this technology in the second quarter of 2025, just in time for the annual upfront sales market. This means that advertisers will be able to leverage this data to make informed decisions during this crucial period.
As more advertisers and TV networks look for alternatives to Nielsen in the streaming era, VideoAmp’s VXP comes at a critical time. There is growing concern that viewership via digital platforms is not being accurately counted, despite Nielsen’s efforts to introduce new products and gain accreditation.
Disney’s senior vice president of data and measurement science, Dana McGraw, praised VideoAmp’s solution for enabling precise cross-platform planning and demonstrating performance for advertisers. This sentiment was echoed by Omnicom Media Group, which announced its intention to use VideoAmp’s service to enhance planning capabilities across linear, streaming, and social video channels.
Fox also expressed its support for VideoAmp’s tool, citing the need for a more holistic approach to planning that encompasses both linear and digital inventory. The company’s senior vice president of advanced TV emphasized the importance of adapting to the evolving landscape of media buying.
In addition to working with major players like Disney and Fox, VideoAmp is also collaborating with Snap and expects to onboard more companies in the near future. This demonstrates the growing momentum behind VXP and its potential to revolutionize the way advertisers and TV networks navigate the ever-changing media landscape.
