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WarnerMedia Deploys Next Generation of its Audience Intelligence Practice, Fueling Branded Campaigns with Holistic Data


WarnerMedia Ad Sales today announced the launch of a first-of-its-kind, custom-built insights tool in partnership with social data leader Shareablee. Utilizing Shareablee’s new Social Center of Excellence to power the new offering, both WarnerMedia content creators and its sales force are now equipped with more valuable data to fuel comprehensive and customized branded content campaigns.

The platform provides agency and advertising partners with unique and actionable insights about the audiences that matter most to their businesses through WarnerMedia’s insights and amplification team, Launchpad. To date, WarnerMedia has proven results for hundreds of clients spanning more than 1,300 campaigns to date across social, addressable TV, connected TV and over-the-top, mobile and desktop.

The offering has been built to focus on three key areas:

-Actionable audience insights

-Competitive analysis

-Brand highlights

“As the industry continues to evolve and consumers have more choices of what content to watch and where, it’s essential we’re able to expand our capabilities and help marketers drive personalized and impactful connections with our fans that extend beyond the traditional viewing experience,” said Frank Kavilanz, senior vice president of growth strategy and solutions, WarnerMedia Ad Sales. “Shareablee is a leader in the social space and has been a great partner in supporting our mission to provide partners a simplified and more thoughtful advertising experience.”

“WarnerMedia is an innovator not only in social media, but across TV and digital, and this is a huge step for our industry to unlock the potential of data-driven planning, creative intelligence, mid-campaign optimization and post-campaign measurement. We are very excited to launch our new Social Center of Excellence business practice with this important collaboration,” said Shareablee CEO Tania Yuki said.

Expanding from its social optimization roots and expertise, Launchpad focuses on a full-funnel sales approach – starting with the craft of customized branded content informed by data and marrying it to innovative ad products and experiences that turn attention into action. From driving donations to lead generation, application or coupon downloads, newsletter opt-ins, or completing the funnel with purchase of a product, WarnerMedia is able to create connections that transcend the screen. Through this tool, the company’s sales team is more informed with thoughtful presales information to meet marketers’ goals and create an end-to-end experience, which results in more effective deals and ROI for clients.

Building on its branded content distribution capabilities, WarnerMedia partnered with sister-company Xandr to deliver insight-driven branded content across its leading national addressable TV footprint of nearly 16 million households. Leveraging Xandr audience segments fueled by AT&T data, WarnerMedia can more precisely reach households who will find a brand’s content the most relevant, giving marketers more exposure, greater impact, and ultimately better business outcomes.

In 2019, WarnerMedia was ranked number one by Shareablee in driving social engagement to branded content among other major media companies, delivering 36 times more social actions per branded post than the average media and entertainment publisher.

About WarnerMedia WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Now, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others.  

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