London: Warner Bros. Discovery (WBD) International has launched WBD AIM (Audience Insights and Measurement), a first-party data platform designed to enhance campaign precision across EMEA, APAC, and LatAm. This platform spans WBD’s most popular assets, including CNN, Max, discovery+, and Eurosport.
WBD AIM will expand WBD’s audience targeting capabilities by providing access to a comprehensive collection of first-party data from across its portfolio. This includes information on registration, behavior, intent, and purchases.
The platform also enables advertisers to deliver highly relevant contextual ad placements, optimizing campaign performance and ROI. This is crucial in a landscape where audiences are bombarded with information and have increasingly selective attention.
Industry reports indicate that enhanced targeting and contextual capabilities, supported by deeper audience insights, could significantly improve Connected TV (CTV) effectiveness, with 86% of consumers reporting that a personalized experience boosts brand loyalty. In response, WBD AIM will offer advertisers access to actionable audience segments and campaign insights derived from key events and datasets across WBD’s streaming services, including discovery+, CNN, Food Network UK, and WBD’s sports entities on Max and discovery+ throughout EMEA. This summer’s first Olympic Games in Europe in 12 years has further highlighted the value of these insights.
The WBD AIM platform is set to broaden its reach by integrating data from the company’s diverse portfolio, including gaming, theatrical releases, consumer products, and experiences, alongside premium sports and entertainment content. Originally developed by CNN International Commercial in 2015 and optimized over the past nine years, AIM has demonstrated its effectiveness for advertising partners. It now expands internationally, with brands like Adidas, British Airways, and Lavazza already leveraging the platform in the UK & Ireland to tailor their summer campaigns.
WBD remains committed to collaborating with leading technology providers to enhance measurement capabilities, brand lift, incremental reach, and access to new data sources. These advancements will be consolidated under the WBD AIM platform, driving innovation and delivering more precise and impactful advertising solutions.
Mike Rich, Head of Ad Sales & Brand Partnerships, Warner Bros. Discovery Global & UK&Isaid: “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences.
“WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints, as has been seen through CNN International’s use of the AIM technologies to date. With Warner Bros. Discovery’s vast portfolio of brands, franchises and touchpoints, with everything from streaming to shopping, Wheeler Dealers to the Wizarding World and 90 Day Fiancé to the Olympic Games Paris 2024, we have a unique ability to gain deep understanding of audiences across the most diversified portfolio in the industry and bring this to brands and advertisers, whilst ensuring the best possible ad experience for our consumers.”
Rob Bradley, SVP, Digital Revenue, Strategy and Operations, CNN International Commercial said: “AIM is a solution originally designed, developed and grown at CNN with demonstrated success over the last nine years. The launch of WBD AIM marks the next generation of a continually evolving platform that is now expanded across much of the WBD universe with added local expertise. It enables brands to access the unique data touch points we have across our unsurpassed portfolio. Through an enterprise level global data infrastructure, it can power impactful targeting to match client objectives and KPIs locally, regionally and globally with in-depth reporting that reveals powerful insights to drive real business decisions.”
