The new system, which has a working name of Total Campaign Reporting Suite, will be a web-based interface where Barb clients can access and export data from Barb’s pre-campaign planning and optimisation tool Advanced Campaign Hub and post-campaign evaluation service, CFlight.

RSMB will be responsible for developing, maintaining and running the system, with the launch planned for January 2026. It will be designed to leverage the data-storage capabilities of the new Barb Data Hub.

Users of the new analytics system will be able to run standalone and customised reports with data-visualisation capabilities, and the tool will also allow for the automated request of reports via API for ingestion into proprietary reporting tools.

Barb said that further upgrades to CFlight will include a focus on extending the coverage of VOD services and enhancing reporting, by helping users to analyse performance by sales house and to assess VOD-only campaigns.

CFlight is a joint-industry total TV campaign reporting service that provides post-campaign reporting on campaigns running across linear and VOD services, and which was originally launched in 2022 before Barb assumed governance responsibility in January 2024.

Luca Vannini, head of campaign audiences at Barb, said: “The development of this ground-breaking 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.

“As the architects of the underlying methodologies of both these systems, RSMB has an excellent understanding of our campaign planning and reporting requirements. 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.”

Ross Wightman, commercial director, RSMB, added: “This new interface represents a step-change in how the industry plans and evaluates video advertising, bringing together the powerful methodologies of Advanced Campaign Hub and CFlight into a single, user-friendly system.

“We are excited to be developing a solution that will streamline data access and reporting while also empowering planners and buyers with advanced insights into the incremental value of VOD. This will be a modern and game-changing tool that will set new standards for cross-platform campaign planning and analysis.”