It’s Time for Advertising Measurement to Measure Up
With the future of measurement up in the air, now is the time for the TV industry to transform not only how it determines ad performance but who it partners with. In this piece, Andrea Zapata outlines how marketers must evolve from relying on one measurement methodology, and instead design and embrace new, nimble solutions that not only count audiences but also account for emerging behaviors and shifting mindsets in real time.
Published on November 29, 2021
Say Goodbye to Primetime Advertising and Say Hello to Integrated Experiences
How can brands navigate the increasingly dynamic and fragmented ecosystem of thousands of channels across mobile, laptop and connected platforms? How can they connect with an audience and identify the ad experiences that will lead to action? JP Colaco champions the power of IP and explores how tapping into premium content can create direct connections between brands and fans. IP is the new primetime.
Published on October 29, 2021
Three Ways Brands Are Tapping into the Fan Psyche to Cultivate Connection
Over the last year, we’ve seen a significant shift in the way we engage with content – and each other. Fanhood has allowed us to embrace our shared passions, connect and find community in uncertain times. To foster connections with today’s consumer, brands need to tap into that fan psyche to understand what truly moves audiences’ hearts, minds and decisions.
Published on October 21, 2021
Why Addressable TV and CTV Need to Coexist in a Cross-Screen World
The convergence of traditional television and digital video presents unique opportunities for advertisers but also adds a layer of complexity. The goal for advertisers today is to get away from siloed approaches when it comes to media selection. The current landscape affords the opportunity to reach audiences whenever and wherever they may be watching. [Member log-in required.]
Published on October 21, 2021
To explore the unique role that addressable TV plays in a cross-screen world, WarnerMedia Ad Sales partnered with Advertiser Perceptions to survey 200 U.S. video advertisers. Findings cover how respondents define, consider, and prioritize addressable TV for their media strategies.
Published on October 6, 2021
How Marketers Are Reimagining the Consumer Journey in a Post-COVID World
If 2020 taught marketers one thing, it was how the power of personal connection can create authentic experiences that connect brands to consumers in contextually—and culturally—relevant ways. Exploring three major verticals — Auto, Travel and CPG — WarnerMedia Ad Sales shares how major advertiser categories are reimagining media with an addressable and audience-first approach to drive the most impact across the customer journey.
Published March 24, 2021
Embracing the Era of Addressable TV
Addressable TV is no longer a future vision, it is a necessity for every brand’s media strategy. We partnered with nine industry leaders to commission Forrester Research Inc. to examine buyers’ knowledge and perceptions of addressable TV.
Published on March 24, 2021
Cartoon Network's 'Drawn To' Series Celebrates Black History Month
Published in Ad Age’s Creativity section, this article highlights Cartoon Network’s ‘Drawn To’ series and its celebration of Black History Month. This piece features the story of Sidney Keys III, 15-year-old founder and CEO of Books n Bros, a reading club and mentorship program aiming to cultivate a love of reading in African American male youth.
Published February 11, 2021
2020 Political Edition—Pre-Election Update
Political ad spending is set to hit a new record high this year with a hotly contested Presidential election and global pandemic playing out before our eyes. As voters turn their attention to political ads across screens, they expect to receive relevant messages.
Published on October 5, 2020
Live TV Drives More Moments that Matter — to Viewers and Advertisers
Even with thousands of hours available on-demand, there is nothing quite like the power of a live, shared TV moment. From CNN's TV coverage of the Democratic National Convention to Turner Sports' broadcasting the 2020 NBA Playoffs across TNT and NBA TV, WarnerMedia dives into the power of live and how it continues to drive results for marketers.
Published on September 24, 2020
The Potential In Programmatic OTT: Business Outcomes Vs. GRPs
WarnerMedia Vice President of Programmatic Sales Jon Mansell penned an opinion piece in AdExchanger that outlines that nuances buyers need to keep top-of-mind when making programmatic investments while discussing the many ways brands can benefit from programmatic efficiencies.
Published on July 30, 2020
Wendy's Teams Up With Adult Swim's Rick and Morty
As part of WarnerMedia and Wendy's latest partnership, Adult Swim created a custom animated branded content piece tied to season four of Rick and Morty. The spot stars mad scientist Rick Sanchez and his grandson, Morty Smith, as a mundane subway ride quickly turns into the race of their lives as they try to outrun Wendy's breakfast items.
Published on May 18, 2020
How Storytelling Keeps Turner Sports Connected With Fans
While the COVID-19 pandemic has put most of the live sports world on hold, Turner Sports brands like Bleacher Report and ELEAGUE continue to connect to fans by leaning into what they do best: producing engaging stories and driving sports culture beyond the field and the court. In a recent article, Seth Ladetsky (Turner Sports) and Ed Romaine (Bleacher Report) discuss how strategic thinking and smart partnerships have put their brands in a whole new ballgame.
Published on May 5, 2020
Featured in Ad Age's Creativity section, this article explores the latest installment of "Investing in Greater Possibilities Together," a series of documentary-style stories of early-stage entrepreneurs and innovators created by a partnership between Invesco QQQ and WarnerMedia's Courageous Studios.
Published on December 16, 2019
Ad Age Studio 30 spoke with Jason Baron, Senior Vice President of Direct Marketing for WarnerMedia Ad Sales, who elaborated on the company's advertising opportunities for DTC brands across multiple platforms and brands including CNN, TNT, TBS, truTV, Adult Swim and Cartoon Network. Baron also touched on the myriad of potential opportunities for more in-depth data and analytics from ongoing collaboration with sister company Xandr.
Published on November 14, 2019
Featured in Ad Age's Creativity section, this article highlights a branded piece created in collaboration by "Death Stranding" creator and director Hideo Kojima and Rick and Morty co-creator Justin Roiland (who also voices the cartoon's lead characters). Rick and Morty find themselves in the "Death Stranding" universe discussing their latest mission, which is also the ultimate task of the game: "Repair the fractured society and stop the Death Stranding."
Published on November 7, 2019
Published in the Creativity section of Ad Age, Dove's partnership as part of the company's larger Dove Self-Esteem Project with the Cartoon Network series Steven Universe is highlighted. Dove and Cartoon Network collaborated in 2018 to present a six-part animated series focusing on the core factors that influence girls' body confidence. The series was written and directed by Steven Universe creator Rebecca Sugar, who implemented the latest academic understanding on how to impart body positivity to young people in these specialized clips featuring familiar characters from the show.
Published on June 17, 2019
Published in Ad Age's Creativity section, this article highlights the branded content film "Partnering for Power in Pakistan" - part of GE's branded content video series "The Future of Energy," in collaboration with WarnerMedia's Courageous Studios. In this video, host Mikey Kay visits Lahore, Pakistan, where rolling power outages lasting for up to 18 hours a day are not uncommon. We witness how experts around the world come together to ease the national energy crisis and provide solutions at scale.
Published on June 12, 2019
Teenagers are infamously hard to communicate with. Eric Asche, chief marketing and strategy officer at the Truth Initiative, knows this all too well. In his work to curb teenage tobacco use, he's learned very quickly that the absolutely wrong way to engage with them is to sound like what he is - an adult. So the Truth Initiative works with humorous satirical platforms - like Adult Swim - to get its message across.
Published on June 5, 2019
WarnerMedia's direct-to-consumer offering will include new original programming and the best of the HBO, Warner Bros, TBS, TNT, DC Entertainment, The CW, New Line, CNN, Cartoon Network, Adult Swim, truTV, Turner Classic Movies and Criterion Collection libraries.
Published on April 30, 2019