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Warner Bros. Discovery Unveils New Shoppable Ads, Consumer ‘Moments’ for Max
Warner Bros. Discovery unveils new ad formats for Max that spur subscribers to shop for products similar to the ones spotted in movies and shows
“These new solutions on Max will make it easy for viewers to discover and purchase items for their homes inspired by the content they’re viewing and enjoying,” says Kara O’Brien, head of brand marketing at Wayfair, in a statement. Gould says about 90% of the content on Max has been scanned in order to identify scenes and audio cues that nod to or showcase items that could be used to spur an ad that encourages viewers to shop, and also to find specific scenes that play into various consumer themes, such as “outdoor adventure.” Viewers who watch episodes of “ Holiday Baking Championship,” he says, may encounter interactive ad units that suggest checking out Wayfair to find items similar to those seen on the show. NBCUniversal has tested technology on its Peacock streaming hub, for example, that allows subscribers to order food and drink that can be delivered in advance of or during movies or sporting events
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