The new platform brings pre and post‑campaign tools into one system, giving UK advertisers a single source for planning and evaluating TV and streaming activity.
Barb has launched Barb Ads Hub, a new analytics system designed to give UK advertisers and media owners a single location for planning, estimating and evaluating campaign performance across linear TV and video-on-demand (VOD) services.
The platform brings together two existing tools – Advanced Campaign Hub for pre‑campaign planning and CFlight for post‑campaign reporting – within a modern interface that supports both standalone and customised reporting.
Automated API access is also available for teams integrating Barb data into proprietary systems. At launch, Ads Hub included CFlight’s post‑campaign capabilities, with pre‑campaign planning functionality scheduled for Q1.
Several upgrades to CFlight have been introduced as part of the rollout, with further enhancements due later in the year.
Among the new features is the option to report across 11 additional target audiences, including houseperson segments and expanded age groups. Users can also break down campaign results by sales house.
There is also extended broadcast video-on-demand (BVOD) coverage with TNT Sports; advertising-based video-on-demand (AVOD) with Sky and STV, to follow in Q1. Support for analysing campaigns that run exclusively on VOD will be launching in Q1.
Later in the year, Barb will add a new marketing mix modelling (MMM) data pack, enabling users to access linear and VOD exposure data in one place for econometric analysis.
New standard for UK TV and streaming measurement
Barb is widely regarded as the UK’s gold standard for TV and streaming measurement, providing the industry’s joint‑currency for audience data. Ads Hub is designed to extend that role into campaign planning and performance evaluation, offering a unified system that incorporates both Barb panel data and media owners’ first‑party data.
Luca Vannini, head of campaign audiences at Barb, said the new platform is intended to support the full lifecycle of campaign optimisation.
“Barb Ads Hub provides something for everyone from planners to those evaluating effectiveness. Our trustmark guarantees that all audience data in the system has been compiled and reported in line with joint‑industry standards.”
He added the launch is “just the start”, with pre‑campaign planning and potential streamer integrations already in development.
Barb Ads Hub is available at no additional cost to buyers and sellers of UK TV advertising as part of their existing Barb licences.
