Warner Bros. Discovery is extending the availability of addressable advertising on some of its German channels. The broadcaster is opening up inventory on DMAX and TLC.
WBD is working with RTL Group’s adtech development unit Smartclip. In addition to the technology partnership, Warner Bros. Discovery and Smartclip have agreed on exclusive co-marketing of the addressable TV inventory and the digital inventory on streaming platform discovery+.
“Smartclip’s ATV spot complements our advertising portfolio with a high-quality, attention-grabbing video format within the linear TV program that reaches viewers with relevant advertising messages,” explains Markus Spangler, VP AdSales at Warner Bros. Discovery. “We are firmly convinced that television will continue to be the relevant premium medium for video spots. Here, as well as with TV-like digital offers, advertisers are increasingly looking for solutions to reach their target groups even more precisely – with the ATV spot we can serve our customers’ requirements perfectly.”
The co-marketing of the advertising inventory on discovery+ expands the joint offer within the Smart TV environment.
“Addressability is a key growth driver for high-quality TV and video advertising. Thanks to digitally recorded TV usage data, TV stations provide a deep insight into the consumer behavior of TV viewers that no other medium offers,” says Thomas Servatius, CEO of Smartclip. “In combination with high-quality digital environments and the brand-building potential of TV advertising, the direct addressing of clearly defined target groups in TV and streaming creates an advertising effect that advertisers can hardly find anywhere else.”
The inventory can be booked through the RTL Ad Alliance.
