A Warner Bros.Discovery has debuted a suite of advanced advertising products for its streaming platform, Max, set to launch in the fourth quarter of this year.
Offerings include new shoppable ads and interactive video formats, as well as advanced contextual targeting capabilities, an increasingly valuable approach amid increased privacy regulation and data signal loss, which is worsening targeting and measuring ads in different media environments.
The company’s US director of advertising sales, Jon Steinlauf, made the announcement at the Warner Bros Upfront presentation in New York City. New shoppable ads will allow viewers to explore and purchase featured products during a show. The feature integrates purchasing options directly into the viewing process. This way, consumers will be able to buy the products they see on the screen while continuing to watch the broadcast program.
Additional interactive ad formats will also be released. New trivia and poll ads aim to provide brands with additional ways to engage and entertain audiences. Additionally, a ‘Click-to-Contact’ option allows viewers to request more information or enter prize draws with a simple click.
Max’s new “Viewer Choice” offering also allows viewers to select the ad that interests them most, giving the consumer more control over the ad experience.
Meanwhile, the new advanced contextual targeting tools in Max are designed to match advertisers’ messages with appropriate content, aligning their emotional tones. This approach tailors ads to match the mood and context of what viewers are watching, while meeting advertisers’ demands for brand safety, appropriateness and relevance.
These contextual, shoppable ad solutions were developed in partnership with Kerv.ai, and the interactive ad formats were created with Brightline. The new products build on Warner Bros. Discovery’s existing premium video ad solutions, which include InFront, Brand Block, Sequential and Re/Form ads.
*With information from The Drum/ Cover photo: Disclosure/ Warner Bros. Discovery
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