Barb has appointed RSMB to build an analytics system that will unite pre-campaign planning tool Advanced Campaign Hub and post-campaign evaluation service CFlight in one place.
Alongside the launch of the system, Barb has announced a number of upgrades to CFlight. Coverage of VOD services will be expanded and users will be able to analyse performance by sales house and choose to view VOD-only campaigns.
RSMB’s web-based interface, with the working name Total Campaign Reporting Suite, will enable Barb clients to access and export data from both Advanced Campaign Hub and CFlight.
Moreover, users will be able to run customised reports with data visualisation and request reports via API for their proprietary reporting tools.
RSMB will build and maintain the system, with a launch planned for January 2026. It will seek to leverage the data-storage capabilities of the new Barb Data Hub.
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Barb took over the governance of CFlight, which claims to be “the world’s only joint-industry TV campaign reporting service”, in January 2024. It relies on audited data sources to provide post-campaign reporting across linear and VOD.
Advanced Campaign Hub, launched in June 2020, combines Barb panel data and first-party data with census-level impressions from VOD services. Amazon Prime Video, Netflix and Discovery+ joined Advanced Campaign Hub last year.
“The development of this groundbreaking 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,” said Barb head of campaign audiences Luca Vannini.
“Uniting methodology and development under one roof will streamline data-processing procedures and deliver efficiencies by halving implementation and testing lead times and accelerating time to market for future developments.”
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