Warner Bros. Discovery adds scene-level and shoppable ad formats
Warner Bros. Discovery (WBD) announced a new suite of ad solutions and formats for advertisers, including Scene-Level Moments, Shoppable Pause Ads, Dynamic Creative, and Agentic Experiences. These new offerings leverage AI technology to deliver more relevant and engaging ad experiences across WBD's streaming ecosystem, including HBO Max and discovery+. The aim is to enable brands to better connect with viewers and maximize their advertising value.
Key Takeaways
- Scene-Level Moments uses KERV.ai to target individual scenes in WBD programming and is expanding beyond HBO Max to discovery+ and the full WBD Stream footprint.
- Shoppable Pause Ads give viewers unlimited time to engage during a pause, turning a paused frame into a purchase or discovery moment.
- Dynamic Creative now powers Brand Block, with headlines and visuals that change in real time based on what viewers are watching.
- Agentic Experiences will embed AI-powered brand agents inside the content moment to respond to audience questions in real time.
Why It Matters
WBD is adding four ad products that make its streaming inventory more context-aware, interactive, and tied to the scene a viewer is watching. That matters because it gives brands more ways to buy against premium programming on HBO Max, discovery+, and the wider WBD Stream footprint without relying on standard pre-roll or static creative. The key signal to watch is how quickly Scene-Level Moments expands from HBO Max to discovery+ and whether WBD specifies rollout details for Shoppable Pause Ads and Agentic Experiences.
Read full article at wbd.com
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