Warner Bros. Discovery (WBD) International has launched WBD AIM (Audience Insights and Measurement), a first-party data platform that enables advertisers to target their campaigns with new levels of precision, across several markets throughout EMEA, APAC, and LatAm spanning its most engaged assets including CNN, Max, discovery+ and Eurosport.
As per the company, WBD AIM will enhance WBD’s audience targeting abilities by leveraging its extensive first-party datasets from across the WBD portfolio. This includes a wide range of touch points such as registration, behavior, intent, and purchase data.
This offering also enables advertisers to place contextually relevant ads, optimising campaigns, and improve Return on investment (ROI). This is crucial in an environment where audiences are overwhelmed with information and their attention is highly selective.
The Company stated that according to industry reports, enhanced targeting and contextual capabilities backed by deeper audience insights would improve CTV with 86% of consumers saying that personalised experience increases their brand loyalty.
Through WBD AIM, advertisers can access a series of actionable audience segments and campaign insights derived from key events, and moments. These insights are based on data from WBD’s streaming service Discovery+, CNN, Food Network UK, and WBD sports entities on Max and Discovery+ across EMEA. This summer has been particularly notable with the first Olympic Games in Europe in 12 years.
WBD AIM will expand across the company’s brands and franchises to bring datasets from gaming, theatrical, consumer products, and experiences into a single addressable solution alongside premium sports, and entertainment. WBD AIM has now launched internationally, and in the UK and Ireland brands including Adidas, British Airways and Lavazza are already utilising the platform to better tailor their campaigns this summer.
WBD focuses on collaborating with top technology providers to create products and services that will improve measurement capabilities, brand lift, incremental reach, and access to new data sources from the WBD portfolio. All these advancements will be integrated into WBD AIM and introduced to the market.
Mike Rich, Head of Ad Sales and Brand Partnerships, Warner Bros. Discovery Global and UK&I said, “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences.
“WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints, as has been seen through CNN International’s use of the AIM technologies to date. With Warner Bros. Discovery’s vast portfolio of brands, franchises, and touchpoints, with everything from streaming to shopping, Wheeler Dealers to the Wizarding World, and 90 Day Fiancé to the Olympic Games Paris 2024, we have a unique ability to gain a deep understanding of audiences across the most diversified portfolio in the industry and bring this to brands and advertisers, whilst ensuring the best possible ad experience for our consumers,” he added.
Rob Bradley, SVP, Digital Revenue, Strategy and Operations, CNN International Commercial said, “AIM is a solution originally designed, developed, and grown at CNN with demonstrated success over the last nine years. The launch of WBD AIM marks the next generation of a continually evolving platform that is now expanded across much of the WBD universe with added local expertise. It enables brands to access the unique data touch points we have across our unsurpassed portfolio. Through an enterprise-level global data infrastructure, it can power impactful targeting to match client objectives and KPIs locally, regionally, and globally with in-depth reporting that reveals powerful insights to drive real business decisions.”
