Warner Bros. is finding new ways to make advertising more personalised and measurable across their platforms. The company plans on using AI to create more relevant placements for advertisers.
The Company Held a Presentation at Madison Square Garden
Warner Bros. are looking into ways to add shoppable ads, so people can purchase products through the platform. According to the latest reports following their meeting at Madison Square Garden, ads could appear when people pause a programme, expanding the amount of time that advertisements can be displayed, without disrupting the viewing experience.
Warner Bros. have also partnered with Kerv.ai in an attempt to help advertisers place ads that correlate to specific scenes within a television show or film, significantly increasing conversion rates. It’s a smart move from a company that has an enormous catalogue of content, and who are known for producing some of the most recognisable television shows.
Some of the shows that Warner Bros. produced include Friends and Game of Thrones. Game of Thrones has been so successful that it’s expanded with House of the Dragon and A Knight of the Seven Kingdoms.
Discovery, which is also under the Warner Bros. umbrella, has demonstrated a similar talent for expanding successful franchises across different forms of media. They built on the success of Deadliest Catch by spawning multiple spin-offs, including Deadliest Catch: Dungeon Cove, and a book called The Deadliest Catch: Desperate Hours.
There are even slingo games with titles that are themed around the Discovery show, including Slingo Deadliest Catch, which features prominent figures from the original series and fishing-related iconography that pays homage to the theme of the show.
The fact that Warner Bros. has such a strong platform, combined with their ability to turn shows into wider entertainment brands, is helping to give the company a solid foundation to build upon. Their new approach to ads could blaze a new path for streaming services across the world.
A New Era for Streaming and Advertisements
Traditionally, television and streaming ads were sold broadly, depending on the audience demographic. Matching an advert to an individual scene gives brands way more control while offering contextual relevance to users.
Paid adverts create more opportunities to make additional revenue, and if this is combined with shoppable features, it could move people from seeing a product on screen to being able to buy it.
From a business standpoint, Warner Bros. is no longer relying on individual subscriptions; they are finding new ways to amplify one of their strongest sources of revenue while giving advertisers the chance to hyper-target their ads.
As streaming changes the way that people watch television, adverts are set to become part of the viewing experience rather than being an afterthought or a way to interrupt viewers. The plans that Warner Bros. have for their platform mean that the next generation of streaming could be more commercially flexible and more suited to audiences, and if it works well, it may be that other streaming platforms begin to adopt it as well.
After all, showing an advert for a zombie-themed escape room during an episode of The Walking Dead would not only suit the audience, but also the advertiser, while ushering in a new era of personalisation.
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