The Two New Advanced Advertising Offerings Seek to Provide Additional Consumers Choices and a Faster Path to Purchase
Warner Bros. Discovery today announced it will launch two new streaming advertising products with the connected TV technology company, BrightLine. The announcement comes timed to the company’s Upfront presentation on May 18. The two 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 personalization and shoppability on TV. Audiences expect and want personalized 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 personalized 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.
discovery+ offers 70,000 episodes of current and classic shows from Discovery’s iconic portfolio of networks, including HGTV, Food Network, TLC, ID, OWN, Travel Channel, Discovery Channel, Animal Planet, and Magnolia Network, as well as more than 200 discovery+ original titles and hundreds of hours of exclusive content. Additionally, the service offers top non-fiction content from A&E, The HISTORY Channel, and Lifetime, as well as the definitive offering of nature and environmental programming, headlined by exclusive streaming access to the largest collection of natural history from the BBC.
BrightLine, through its OTT Accelerator solutions suite, represents the industry standard for dynamic, interactive, and shoppable ad experiences for streaming TV. Accelerator encompasses the only TV-first, data-driven ad experiences that are inter-operable with all leading streaming providers and devices. The company’s offerings reach over 50MM connected TV homes, via all leading streaming providers giving TV advertisers the scale and accountability they’ve come to expect form the largest screen in the home.