{"id":21189,"date":"2024-05-19T18:51:50","date_gmt":"2024-05-19T18:51:50","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21189"},"modified":"2024-05-19T18:51:52","modified_gmt":"2024-05-19T18:51:52","slug":"warner-bros-discovery-touts-its-united-front-to-advertisers","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21189","title":{"rendered":"Warner Bros. Discovery touts its \u2018united front\u2019 to advertisers"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">Two years after the megamerger between WarnerMedia and Discovery, Inc., Warner Bros. Discovery executives repeated the phrase \u201cone WBD\u201d and spent much of the company\u2019s upfront presentation this week emphasizing the power of having Bobby Flay under the same umbrella as Carrie Bradshaw, Barbie, and Batman.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">The power, it seems, is synergy: sweet, corporate synergy. The media giant is operating as a \u201cunited front,\u201d Bruce Campbell, WBD\u2019s chief revenue and strategy officer, told the audience at the Theater at Madison Square Garden on Wednesday.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">\u201cAs a result, our movie and TV teams collaborate,\u201d he said. \u201cOur franchise decisions are made globally, always with our partners in mind. And our advertisers can now have easy access to the entire WBD universe to drive value with single points of contact.\u201d<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">Examples of such synergies were quickly unveiled. This fall, Max will premiere an original drama series based on the Warner Bros. film <em>Dune<\/em> called <em>Dune: Prophecy<\/em>.<em> <\/em>Food Network will debut <em>Harry Potter:Wizards of Baking,<\/em> a Harry Potter-themed unscripted baking competition show, because you can always squeeze content from the stone of some solid intellectual property.<\/p>\n<ul>\n<li>Brand integrations touted during the presentation included a Sherwin-Williams paint palette \u201cinspired by the beauty of the ocean\u201d for<em> <\/em>Shark Week <em>(<\/em>Ravishing Coral! Sand Dollar!) as well as State Farm\u2019s sponsorship of the NBA All-Star Game.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">In addition to <em>Dune: Prophecy<\/em>, Casey Bloys, chairman and CEO of HBO and Max content, declared that the next 18 months of HBO\u2019s programming would be one of the \u201cstrongest slates in our history,\u201d highlighting new seasons of <em>The Last of Us<\/em>, <em>House of the Dragon<\/em>, and the <em>Sex and the City <\/em>spinoff series <em>And Just Like That\u2026<\/em>, with Sarah Jessica Parker appearing onstage for a brief interview. And Bloys announced that <em>Hard Knocks: Offseason<\/em>, a new iteration of sports documentary series <em>Hard Knocks<\/em>, will kick off this summer with a five-part series about the New York Giants\u2019 offseason.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">WBD\u2019s<strong> <\/strong>streaming services, which include Max and Discovery+, had a combined 100 million subscribers at the end of Q1.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">Jon Steinlauf, Warner Bros. Discovery\u2019s chief of US ad sales, got a perhaps inadvertent laugh when he said, \u201cOur industry is in a constant state of change.\u201d Nevertheless, he unveiled a slew of ad updates, including shoppable inventory and contextual tools, in addition to sharing further details about its previously announced first-party targeting tool, Data Driven Video, which can find audiences across WBD\u2019s expansive video portfolio using its data platform Olli.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>Out with a <em>Bang:<\/em> <\/strong>Kathleen Finch, CEO and chairman of US networks, highlighted TBS\u2019s reruns of <em>The Big Bang Theory<\/em>, which aired its final episode in 2019 and was the No. 1 acquired series this year due to its \u201cpassionate fanbase,\u201d she said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-b4979adf-1 fPIWfF\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-d2c797cb-12 RQzlm inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-d2c797cb-12 gqAqoT inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>Good line:<\/strong> \u201cOh, wait. My phone\u2019s actually buzzing, too. It must be one of the millions and millions and millions and millions of <em>Hacks<\/em> fans,\u201d <em>Hacks <\/em>star Hannah Einbinder joked onstage. \u201cThey\u2019re tweeting. They\u2019re texting. They\u2019re on Venmo. They\u2019re on Google Docs. I\u2019m hearing they\u2019re just sort of adding to the same Google Doc. They\u2019re going, \u2018I love it!\u2019 They\u2019re going, \u2018I love it, too!\u2019 And they\u2019re on the phone, so it\u2019s probably them.\u201d<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>Movie magic: <\/strong>Remember last summer, when the hot-pink hue of Barbie was nearly unavoidable? Dana Nussbaum, EVP of worldwide marketing at Warner Bros. Pictures, said the studio is open for business for upcoming summer releases in 2024 and 2025, including <em>Beetlejuice Beetlejuice, Minecraft<\/em>, and a reboot of <em>Superman<\/em>.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>News news:<\/strong> Naturally, the CNN portion of the presentation was used to break a little news, with Mark Thompson, chairman and CEO of CNN Worldwide, announcing that the channel would host the first presidential debate between President Joe Biden and former President Donald Trump on June 27.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">He also said CNN would roll out \u201cnew branded verticals\u2026on TV, our apps, and other platforms\u201d across topics like climate and weather, business and tech, and health and wellness. \u201cPolitics matters, especially in this election year, but we don\u2019t believe news is just politics,\u201d he said.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>Ball is life: <\/strong>Near the end of the presentation, Luis Silberwasser, chairman and CEO of TNT Sports, said that \u201cI want to mention a topic that is on everyone\u2019s mind, and that\u2019s the NBA.\u201d That goes beyond the fact that Hall of Famers Shaquille O\u2019Neal and Charles Barkley, stars of TNT\u2019s Emmy-winning <em>Inside The NBA <\/em>studio show, were in attendance on Wednesday; recent reports suggest that WBD-owned TNT could potentially lose the rights to broadcast NBA games beginning with the 2025-26 season if it ends up being outbid by NBCUniversal.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">While Silberwasser did not share news about any pending deals, he said that \u201cwe have enjoyed a successful partnership with the NBA for 40 years, and we look forward to another season, and reaching an agreement that makes sense for all the parties.\u201dAnd FWIW, NBA clips were included in most of the presentation\u2019s sizzle reels.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\">And, of course, there is the forthcoming joint sports-streaming service from Fox, Disney, and WBD. The streamer will be \u201caimed at servicing hard-core sports fans, and it is designed to offer more choices to a segment of viewers who currently aren&#8217;t being served,\u201d Silberwasser said. The Disney+, Hulu, and Max bundle, though, went unmentioned.<\/p>\n<p class=\"dist__StyledText-sc-d2c797cb-12 rtHHL\"><strong>Parting words:<\/strong> \u201cLadies and gentleman, that is our upfront,\u201d Conan O\u2019Brien said, wrapping up the morning. \u201cWe had to be here. You chose to be here. That&#8217;s on you.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/05\/15\/warner-bros-discovery-emphasizes-united-front-during-upfront?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two years after the megamerger between WarnerMedia and Discovery, Inc., Warner Bros. Discovery executives repeated the phrase \u201cone WBD\u201d and spent much of the company\u2019s upfront presentation this week emphasizing the power of having Bobby Flay under the same umbrella as Carrie Bradshaw, Barbie, and Batman. The power, it seems, is synergy: sweet, corporate synergy. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21189","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Warner Bros. 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