Warner Bros. Discovery is adding some new commercial concepts to ad-supported Max that could turn the streaming hub into a shopping mall or a microscope.
Using artificial intelligence, the company can create an advertising unit that identifies items within television shows and films and pairs them with related products from an advertiser and then sets up a QR code that can help a consumer go to a specific second screen where they can learn more and make a purchase. Another format now available identifies specific moments in Max content that are tied to particular consumer interests, such as cooking, real estate, gaming or science.
“We see an opportunity to broaden how we make ads more relevant to our consumer, especially in streaming,” says Ryan Gould, who heads advance advertising and digital ad sales for Warner Bros. Discovery, in an interview.
Wayfair, the online retailer, has already struck an agreement with the company to make use of the new technology, which is provided by KERV. “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.
Max users may see an interactive ad that offers a chance to look at a collection of items on their phone by scanning a QR code. In some cases, they may be sent to a collection of as man as 12 to 20 different products.
Many media companies are eager to tie commerce more closely to their streaming content. 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
Warner has identified 40 different themes against it which it can align specific moments, and it can also use the technology to keep away from sensitive themes or topics within TV-MA and R-rated content.
