Warner Bros. wants. Discovery to pique Madison Avenue’s interest in everything from “Full Frontal” to “90 Day Fiancé.”
The company said Monday that the newly combined media suite will combine what we previously had as two separate presentations into one, with May 18 booked to show both Warner and Discovery properties as part of a consolidated portfolio.
The new event basically took over the venue in the first week of May which was held by WarnerMedia. For years, this company has been based at New York’s Hulu Theater in Madison Square Garden on Wednesdays. During the start, US television networks try to sell the bulk of their advertising inventory for the next programming cycle.
Tte’s announcement comes after the new company was named last week by John Steinlauf to oversee US advertising sales efforts.
The company said the presentation “presents Warner Bros. Discovery’s differentiated and complete suite of content, brands, franchises and talents for clients, agency partners, investors, sell-side analysts and journalism.”
Both companies are working with media buyers and advertisers to test new audience measurement systems. Warner has recruited companies like iSpot, ComScore and VideoAmp, and is testing them with the Interpublic Group, while Discovery has forged an alliance with Omnicom Media Group and clients like State Farm and AT&T.
Like other media companies, Warner Bros. Discovery demands new advertisers move dollars from linear television to streaming video, a move that has changed the nature of television ad sales. Advertisers want to use new types of data to align their commercials with narrower groups of consumers, such as people who are more likely to buy cars or see a movie for the first time. This was more difficult to achieve on traditional television, but to navigate easily with streaming services, which are provided through interactive broadband technology.
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