Warner Bros Discovery adds interactive and shoppable ads

WBD joins the parade of streamers offering more interactive and shoppable ad units to its ad offerings. The company has introduced a new suite of advertising products for its streaming platform, Max, including shoppable ads and advanced contextual targeting tools. These innovations, announced at the Warner Bros Upfront in New York, aim to enhance viewer engagement by allowing seamless purchases and personalized ad experiences. Additionally, interactive formats like trivia and polls, along with a 'Viewer’s Choice' feature, offer audiences more control and interaction during ad breaks. These tools are designed to align closely with content, enhancing relevance and viewer satisfaction.

Warner Bros Discovery debuted a suite of advanced advertising products for its streaming platform, Max, set to launch in Q4 of this year.

The offerings include new shoppable ads and interactive video formats, as well as advanced contextual targeting capabilities – an increasingly valuable approach amid an influx of privacy regulation and data signal loss that’s compounding ad targeting and measurement across different media environments.

The company’s chief US ad sales officer, Jon Steinlauf, made the announcement today at the Warner Bros Upfront presentation in New York City.

“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,” Steinlauf said. “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.”

Full story via The Drum.