In addition to unveiling new and returning series, WarnerMedia used its UpFront presentation today to share case studies showing linear television\u2019s impact on business outcomes and discuss its upcoming SVOD and AVOD services. \u201cWhat I\u2019m thrilled about is that we\u2019re going to be showing a lot of results,\u201d WarnerMedia President of Ad Sales Donna Speciale said earlier this week in a Beet.TV interview at Madison Square Garden during the company\u2019s UpFronts<\/a> rehearsal.<\/p>\n

WarnerMedia planned to show how its union with AT&T\u2019s Xandr helped to a produce a first-quarter, double-digit lift in in-store visits for McDonald\u2019s and a 6.5% increase in dealership visits for Volkswagen during the same period.<\/p>\n

Besides the retirement of the Turner name, \u201cWe have not changed anything for the past four or five years, but now with AT&T powering us we\u2019re going to be that much smarter, that much stronger,\u201d Speciale said. In the walkup to its UpFront presentation, WarnerMedia has been \u201ctalking to individual holding companies and their clients who want to partner with both of us with their addressable product.\u201d<\/p>\n

While AT&T offers addressable advertising, WarnerMedia has been building out its audience-targeting solutions. Underlying both is AT&T data insights from its 170 million direct-to-consumer relationships. \u201cNow buyers are going to get much more broader reach and expanded reach with both of our products,\u201d Speciale<\/a> adds.<\/p>\n

Xandr, which is AT&T\u2019s advanced advertising and analytics company, used the occasion of the UpFront period to announce the formation of Community. It\u2019s described in a news release<\/a> as \u201ca curated marketplace of publishers that enables advertisers to reach their audiences at scale in a brand-safe, privacy-protected, premium video environment.\u201d Xandr describes the Community marketplace as \u201cthe first-step towards the future convergence of linear TV and digital.\u201d<\/p>\n

Discussing WarnerMedia\u2019s plans for a direct-to-consumer streaming offering, Speciale said the new SVOD service would be in beta test at the end of 2019, with a full product set to debut in 2020.<\/p>\n

\u201cThere is a goal a year from now that there will be an AVOD service. I am working very closely with the team in LA to talk about what that AVOD service looks like,\u201d she said.<\/p>\n

Right now, the AVOD offering is \u201ca clean slate\u201d as WarnerMedia continues to research the desires of consumers and advertisers. Possible ad loads are completely open to consideration. \u201cIt\u2019s not a one size fits all. I don\u2019t want it to be pre-dispositioned.\u201d<\/p>\n

According to Speciale, advertisers have been waiting for linear TV to be more accountable for business outcomes along the lines of digital media, but lack of data has been a problem.<\/p>\n

\u201cNow with AT&T data, we can make that happen. We\u2019re optimizing a lot quicker. We\u2019re going to be guaranteeing on business outcomes. That\u2019s what you\u2019re going to see at this UpFront. We\u2019re going to have proof points that television actually now works and can drive business outcomes.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

In addition to unveiling new and returning series, WarnerMedia used its UpFront presentation today to share case studies showing linear television\u2019s impact on business outcomes and discuss its upcoming SVOD and AVOD services. \u201cWhat I\u2019m thrilled about is that we\u2019re going to be showing a lot of results,\u201d WarnerMedia President of Ad Sales Donna Speciale […]<\/p>\n","protected":false},"author":17,"featured_media":60412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[5759,7512,7786],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60410"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60410"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60410\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60412"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60410"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60410"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60410"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}