Warner Bros. Discovery is making waves with its latest move to transform its streaming platform Max by incorporating artificial intelligence (AI) to create shoppable ads. Imagine you’re watching your favorite show and, just like magic, you can purchase items right off your screen. This innovation not only opens up new ways for viewers to engage with content but also creates fresh opportunities for advertisers hoping to tap directlyinto their audiences’ shopping instincts.
Two new advertising solutions are set to debut on the Max platform: “Shop with Max” and “Moments.” These programs aim to blend the shopping experience with entertainment, making the viewing experience more interactive and enticing for consumers. With the competitive streaming market, Warner Bros. Discovery is eager to differentiate itself by merging content consumption and e-commerce.
According to Ryan Gould, who heads advanced advertising and digital ad sales at Warner Bros. Discovery, AI technology plays a big role. It scans nearly all content available on Max to identify products featured within shows and movies, effectively linking them with related advertisements. For example, when you catch your favorite character using a trendy kitchen gadget, you might soon find yourself being prompted to purchase it with just the click of your smartphone. Advertisers can even dynamically generate ads featuring curated lists of products based on specific scenes, keeping the shopping seamless and non-disruptive.
“We see an opportunity to broaden how we make ads more relevant to our consumer, especially in streaming,” said Gould. The interactive nature of these ads allows viewers to engage through QR codes, which lead them to curated collections of items aligned with what they’re watching. So, next time you’re enthralled by the latest cooking competition show, you might just find yourself shopping for the same utensils used by the contestants!
Wayfair has already hopped on board with these innovations, as they’ve partnered with Warner Bros. Discovery to leverage this new technology. Kara O'Brien, the head of brand marketing at Wayfair, expressed excitement about how these solutions enable shoppers to discover and buy items inspired by their favorite shows. This strategic partnership exemplifies how streamlined advertisements can translate to real-time sales opportunities.
But it doesn’t stop at kitchen gear. The "Moments" feature is programmed to identify specific viewer interests tied to themes from the content, whether it revolves around gaming, real estate, cooking, or even outdoor adventures. Therefore, it ensures ads reach the right audience at the right time without overshadowing sensitive themes from TV-MA or R-rated content, allowing advertisers to walk the line between engagement and oversight.
For viewers, the process is simple. By scanning QR codes displayed during the ad breaks or on special tags within the shows, viewers are redirected to their phones, where they can see collections of related products. Expect anything from 12 to 20 items featured based on contextual cues from the media they consume. It’s all about enhancing viewer interaction, and Warner Bros. Discovery is banking on this innovative approach to rollercoaster consumers through shopping without missing the thrills of their favorite shows.
Indeed, the timing couldn’t be more advantageous, as this feature rolls out just before the lucrative Black Friday weekend. Streamers can make impulse buys inspired by the entertainment they consume without leaving their couch, making shopping at home incredibly appealing. Right when consumer spending is poised to spike, Warner Bros. Discovery taps directlyinto the hearts—and wallets—of its viewers.
With competitors like NBCUniversal also venturing especially close to the shopping experience on their platforms, the race is definitely on for transforming streaming views to shoppable conversions. NBCUniversal's Peacock, for example, has launched ads allowing subscribers to order snacks and drinks to perfectly align with their movie nights.
Warner Bros. Discovery acknowledges the challenge and aims to turn the streaming experience on its head by not just being content providers but also key players in driving e-commerce innovations. By creating shopping experiences seamlessly tied with compelling content, they are reimagining how viewers interact with their mediums, all the way from casual viewers to die-hard fans.
“We are redefining how audiences discover and engage with products, creating connections between brands and our portfolio of content and IP across Max,” Gould emphasized, indicating their intent to blend commerce with consumer engagement fully.
Selections like this allow Warner Bros. to cater to what today’s consumers increasingly desire—immediacy and convenience. The integration of AI-powered shoppable ads reflects not just a shift in advertising but potentially reshaping how consumers purchase products through their favorite streaming experiences.
The impact of these advancements remains to be seen, but one thing is for sure: Warner Bros. Discovery’s innovative approach could forever alter how we view both film and commerce.
