WBD Expands Service Suite with Advancements in AI and Ad Tech Capabilities

Warner Bros. Discovery Integrates AI Powered Scene Level Targeting and Shoppable Ads to Revolutionize Viewer Engagement and Brand Attribution

Warner Bros. Discovery recently showcased its expanding portfolio of advanced advertising capabilities and several new ad tech innovations, such as shoppable pause ads, scene-level moments that allow advertisers to target context-dependent individual scenes in WBD’s premium programming, and developing creative and agentic experiences through new AI tools. It also unveiled a new “Always-On Measurement and Attribution Dashboard” and a cross-platform named “Unbreakable” that connects brands with audiences on linear, digital, and social platforms through participatory experiences. According to company executives, WBD expands service suite to allow audiences to enjoy a more relevant and engaging experience through content curated by AI technology. At the same time, brands also stand to benefit by connecting with viewers at a deeper level on WBD advertising ecosystem of iconic shows and films.

Furthermore, the company described its newly acquired capabilities as follows:

Scene-Level Moments: These deliver unmatched precision in the market and contextually target individual scenes in WBD’s premium programming. Powered by KERV.ai, this technology enables viewers to discover products relevant to their needs during each moment of their favorite shows. Additionally, discovery+ and the full WBD Stream catalogue will now feature Scene-Level Moments.

Shoppable Pause Ads: Viewers can engage with ads while pausing the streaming of content without time restrictions, increasing the revenue potential for the brands advertised.

Dynamic Creative: Dynamic Creative now powers Brand Block, WBD’s proven ad-lite creative. Messages adapt dynamically based on the nature of the content viewed, with custom headlines and visuals appearing on viewers’ screens right before the break. This helps shape the brand’s message and delivery in real time.

Agentic Experiences: Brands can soon embed directly inside the moment of intent, allowing AI-powered brand agents to respond to the information desired by target audiences in real time while optimizing the outcomes that brands want to achieve.

In addition to these four capabilities, the company also launched Always-On Measurement and Attribution Dashboard, which would boost in-flight campaigns by hastening the transition from conventional post-campaign reports to real-time insight and business outcome. The dashboard is built through direct integrations with leading measurement and attribution partners to offer:

• On-demand visibility into campaign performance across linear, streaming, and digital

• Direct matching to business outcomes, including brand lift, site engagement, and sales conversions

• Actionable insights and analysis delivered in-flight, enabling optimization while campaigns are still running

According to CIO Bulletin, clients can better understand performance while campaigns are still running through WBD innovations and the company’s latest technological advancements.