Warner Bros Discovery launches ad products with Brightline
May 26, 2022
Warner Bros Discovery will launch two new streaming advertising products with the connected TV technology company, BrightLine. The new advanced advertising products, Click-to-Contact and Viewer’s Choice, will be available on discovery+ beginning in Q4 2022 and will be offered to clients in the 2022-23 Upfront season.
“By offering more advanced advertising options to our partners, including these two new products with BrightLine, we are able to drive brand awareness by offering choices to ad-receptive, engaged consumers,” said Jim Keller, EVP of Digital Ad Sales and Advanced Advertising, Warner Bros Discovery. “Click-to-Contact and Viewer’s Choice are excellent additions to our bold suite of solutions on discovery+ that drive results for clients.”
“Discovery’s launch signifies another leap forward for ad personalisation and shoppability on TV. Audiences expect and want personalised experiences and instant gratification, which applies as much to ads as it does content, so this represents another win for the viewer experience,” said Rob Aksman, President of BrightLine.
Click-to-Contact is an advanced advertising product that enables CTV ad-lite viewers to ‘click’ on an ad and instantly receive an email from discovery+ on behalf of the advertiser, allowing for a seamless way for consumers to receive more details about a brand and to make purchases.
Viewer’s Choice is a personalised ad approach that offers consumers the option to choose their path at the beginning of the ad. For example, choices around preferred advertisements or products allow for the consumer choice, ultimately driving brand awareness and relevance.