WBD AIM will enhance WBD's audience targeting by leveraging its extensive first-party data across the entire WBD portfolio, covering everything from user registration to purchase behaviour.
Warner Bros. Discovery (WBD) International has introduced WBD AIM (Audience Insights and Measurement), a first-party data platform designed to enhance advertisers’ ability to target campaigns with precision across various markets in EMEA, APAC and Latin America.
WBD AIM leverages WBD’s first-party data, collected from a broad range of sources within its portfolio, including user registration, behaviour, intent and purchase data. This advanced targeting capability allows advertisers to deliver contextual ad placements with greater relevance, optimising campaign performance and return on investment, which is increasingly important in an era where audiences are bombarded with information and selective with their attention.
Through WBD AIM, advertisers gain access to actionable audience segments and insights built on data from key moments and events. This data spans across WBD’s streaming service discovery+, CNN, Food Network UK and WBD sports properties on Max and discovery+ throughout EMEA, following a summer highlighted by the first Olympic Games in Europe in 12 years.
The platform will eventually incorporate data from WBD’s diverse brands and franchises, including gaming, theatrical releases, consumer products and experiences, unifying them into a single, addressable solution alongside premium sports and entertainment content.
Originally developed by CNN International Commercial in 2015, the AIM technology has proven successful for CNN’s global clients over the past nine years. Now, WBD AIM is being rolled out on a broader scale, with brands like Adidas, British Airways, and Lavazza already using the platform in the UK & Ireland to refine their campaigns.
WBD is focused on collaborating with leading technology providers to expand its measurement capabilities, enhance brand lift, and improve incremental reach, all of which will be integrated into WBD AIM to benefit advertisers.
Mike Rich, Head of Ad Sales and Brand Partnerships, Warner Bros. Discovery Global & UK&I, said: “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 a 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 of Digital Revenue, Strategy and Operations, CNN International Commercial, added: “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.”
