Warner Bros. Discovery (WBD) announced a new suite of advanced ad products on its streaming platform Max during its Upfront presentation in New York City on Wednesday.
In a move to enhance the advertising experience and attract more advertisers, the company is introducing new shoppable, contextual targeting, and interactive video ad formats.
These innovative offerings aim to provide brands with more engaging and effective ways to reach their target audiences.
Today’s #WBDUpfront showcased Warner Bros. Discovery’s impressive new slate of ad solutions and exciting content offerings from our culture-defining brands and best-in-class IP across premium entertainment, theatrical, sports and news.
— Warner Bros. Discovery (@wbd) May 15, 2024
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“At Warner Bros. Discovery, we drive results for our brand partners to achieve measurable increases in consumer spending, brand awareness, and positive brand perception, and today we’re introducing new ad products to further enhance that offering,” Jon Steinlauf, Discovery’s chief U.S. advertising sales officer said in a press release.
Max Has New Ad Formats
While shoppable ads allow viewers to browse through featured products during a show, Max’s advanced contextual targeting enables brands to tailor-fit messages according to the mood of the scene and pinpoint the best moment to deliver the ad within an episode.
Interactive video formats that give viewers more control while giving advertisers a chance to actively engage with them during ad breaks include click-to-contact, as well as trivia and polls.
For a more targeted approach, the Viewer’s Choice feature enables users to select what kind of ads they like to see.
This new suite of advanced ad offerings will be available in the fourth quarter of this year.
“Through these innovations, we can align brand messages with relevant on-screen moments and increase the connection between brand awareness and consumer action, as well as create an enjoyable ad experience for our viewers,” Steinlauf explained.
Max’s new suite will also include previously introduced ad formats InFront, Brand Block, Sequential, and RE/FORM.
According to WBD, these premium ad solutions have already been proven to be successful in increasing its clients' ad performance metrics, like awareness, purchase intent, and favorability.
