Warner Bros. Discovery reinvents linear television advertising with AWS
Media Blog
This article describes how Warner Bros. Discovery partnered with AWS to revolutionize linear television advertising using personalized ad insertion technology on free-to-air (FTA) channels in Europe.
- WBD developed HbbTV-based addressable advertising for FTA channels using AWS Media Services
- Solution launched in Italy, making ad inventory up to eight times more valuable
- Enables viewers to restart programs from beginning with proxy VOD functionality
- Ads are customized and seamlessly integrated into broadcast streams
- AWS Elemental MediaConnect, MediaLive, MediaConvert, MediaPackage, and MediaTailor power the solution
- Viewer engagement increased significantly: average ad watch time rose from 2-3 minutes to 20 minutes per session
- WBD plans expansion to Poland, Spain, and Germany with regional testing periods
- End-to-end AWS integration simplifies operations and reduces development time
WBD's partnership with AWS demonstrates how cloud-based media services enable innovative monetization strategies for traditional linear television while improving viewer experience.
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