November 21, 2024
Warner Bros. Discovery is rolling out new AI-powered interactive ad technology that enables Max service streamers to purchase, in real-time, select products marketed on select programming heading into the Black Friday (Nov. 29) retail weekend.
Dubbed “Shop with Max,” and “Moments,” the technology affords subscribers the ability to purchase products placed within TV shows and movies using a QR code captured on a cellphone, without interrupting the content.
The former offers streamers a curated second-screen (on a portable device) offering a selection of 12-20 products driven by the content being watched, and connected to a point of purchase on the advertiser’s website.
“Moments” uses audio and visual cues to identify relevant themes, sentiment, and on-screen elements via cooking, real estate, gaming, science and space content, enabling marketers to reach audiences engaged with specific content topics that align with their ad messaging — and away from TV-MA and R-rated content.
“‘Shop with Max’ and ‘Moments’ are two solutions that exemplify how [we are] accelerating and delivering innovation across advertising technology,” Ryan Gould, head of advanced advertising and digital ad sales at WBD, said in a statement. “We are redefining how audiences discover and engage with products, while creating deeper connections between brands and our portfolio of content and IP across Max.”
At launch, brands including Wayfair, will start to leverage both AI platforms to enhance their campaigns across Max. WBD first teased the ad technology in May at industry Upfronts in New York City.
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