Warner Bros. Discovery Unveils New Shoppable Ads, Consumer ‘Moments’ for Max

variety.com:

Brian Steinberg Senior TV Editor Warner Bros. Discovery is adding some new commercial concepts to ad-supported Max that could turn the streaming hub into a shopping mall or a microscope.

Using artificial intelligence, the company can create an advertising unit that identifiesitems within television shows and films and pairs them withrelated products from an advertiser and then sets up a QR code that can help a consumer go to a specific second screen where they can learn more and make a purchase.

Another format now available identifies specific moments in Max content that are tied to particular consumer interests, such as cooking, real estate, gaming or science. “We see an opportunity to broaden how we make ads more relevant to our consumer, especially in streaming,” says Ryan Gould, who heads advance advertising and digital ad sales for Warner Bros.

Discovery, in an interview. Wayfair, the online retailer, has already struck an agreement with the company to make use of the new technology, which is provided by KERV. “These new solutions on Max will make it easy for viewers to discover and purchase items for their homes inspired by the content they’re viewing and enjoying,” says Kara O’Brien, head of brand marketing at Wayfair, in a statement.