Warner Bros Discovery unveils shoppable ads & new contextual targeting tools for Max

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.”

New shoppable ads will enable viewers to explore and purchase featured products seamlessly during a show. The feature integrates shopping options directly into the viewing process – consumers will be able to buy products they see on screen while continuing to watch the program being streamed.

Additional interactive ad formats will also be rolled out. New trivia and poll ads aim to provide brands with additional ways to engage and entertain audiences. Further, a ‘Click-to-Contact’ option enables viewers to request more information or enter sweepstakes through a simple click.

Moreover, Max’s new ‘Viewer’s Choice’ offering allows viewers to select the ad that interests them the most, giving the consumer more control over the ad experience in a way that aims to improve engagement and viewer experience.

Meanwhile, new advanced contextual targeting tools on Max are designed to match advertisers’ messages with appropriate content by aligning their emotional tones. This approach tailors ads to match the mood and context of what viewers are watching – while addressing advertisers’ demands for brand safety, suitability and relevance.

These shoppable and contextual 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.

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