- Warner Bros. launched two new advanced advertising formats that it will insert on Discovery+ and later on HBO Max.
- In one, viewers can click on ads to instantly receive an email from the brand.
- In the other, audiences can set ad display preferences.
New content distribution technologies also allow new forms of connection between brands and audiences.
In this frame of progress of streaming on demand, we must frame the latest announcement of Warner Bros for one of their OTTs: Discovery+ (Discover Plus).
It is about the arrival to the streaming service of two new advanced advertising formats to be inserted into the Discovery streaming schedule.
The novelties will begin to be offered from September of this year on the renewed platform in the United States and the idea is that Then come to Latin America.
The first destination will surely be Brazilthe only country in the region where Discovery+ is already offered as a locally based streaming service.
New technologies applied to interactive advertising
As explained by Warner Bros, the new advanced advertising formats aim to offer extra options to consumers and, at the same time, be the vehicle for a faster purchase.
Both formats are designed for Connected TV (CTV) and are called Click to Contact and Viewers Choice.
- What is Click-to-Contact: audiences click on the ads and can instantly receive a marketing email on behalf of the brand.
- What is Viewer’s Choice: allows viewers to set preferences for viewing ads.
Both advertising formats have been developed in conjunction with the technology company BrightLine.
The new developments are clearly key steps in personalizing ads and strengthening television as an advertising vehicle.
At BrightLine they talk about “personalized experiences” and “instant gratification”.
When new formats arrive in advertising in Latin America
As explained before, for now, the two new advertising formats will not reach Brazil because the Discovery+ OTT does not have a plan with commercials in that market.
However, both advertising formats are going to be options that Warner Bros will have available when they decide to launch plans with ads in Latin America, either on Discovery+, HBO Max, or a joint streaming offer.
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