The news: Warner Bros. Discovery outlined plans to use AI to improve ad campaign performance across its properties at its Wednesday Upfront event, ahead of its pending merger with Paramount.
- WBD will introduce shoppable ads that appear when viewers pause programming.
- Advertisers will be able to align ads with particular scenes in shows and movies through an integration with Kerv.ai.
- WBD is enhancing its dynamic creative tools through an integration with Brand Block, its product that lets one brand control all ad placements within a given piece of content. The change gives marketers more flexibility to customize ads based on what viewers are watching.
- The company plans to let brands use AI agents to deliver messages based on real-time signals about audience interests.
- WBD advertisers will soon be able to monitor campaign performance across streaming, linear, and digital through one dashboard, with tools that allow them to adjust live campaigns more quickly.
- WBD introduced Unbreakable, a cross-channel program that gives fans more ways to interact with branded content, from live polling and social engagement to rewards and exclusive access.