Culture Defining Content Meets Innovative, Precision Targeting at Scale: Warner Bros. Discovery Advertising Expands “Moments” with Scene-Level and Emotion Targeting

Scene-level & Emotion signals unlock more precise, immersive ad experiences across WBD Stream, HBO Max & discovery+

Warner Bros. Discovery Advertising today announced the next generation of "Moments", its premium contextual advertising solution, with expanded contextual intelligence, including scene-level targeting capabilities, and the introduction of Emotion Targeting, giving brands more precise, scalable, and relevant ways to connect with audiences across the most talked about moments on the most in-demand content on HBO Max and discovery+.

With Scene-Level Targeting, Moments can identify and activate against content across WBD's iconic library immediately surrounding an ad break, giving advertisers a more specific understanding of what audiences are experiencing in the most talked about moments on HBO Max and discovery+ leading into their message. Enhanced Moments signals make contextual advertising more precise and relevant through expanded object and location taxonomies, increasing the breadth of Moments segments nearly threefold, including:

• Airports, beaches, and tropical destinations
• Restaurants, cafés, and grocery stores
• Basketball courts, football fields, and golf courses
• Concerts and theme parks
• Kitchens, living rooms and other everyday environments

Emotion Targeting enables brands to connect with audiences on a deeper level by aligning with the emotions content evokes, creating greater resonance within the unique tone and sentiment of a scene, including:

• Uplifting
• Romantic
• Curiosity
• Bittersweet
• Determined
• Adrenaline
• Emotional
• Mysterious
• Overwhelmed

"The best advertising experiences happen when brands show up in the right moment," said Derek Gatts, Group Vice President, Advertising Innovation & Design, Warner Bros. Discovery. "With the evolution of Moments, we are giving advertisers new ways to connect with our hyper-engaged audiences through the relevance of the culture-shaping, best-in-class programming that defines Warner Bros. Discovery. Brands can now align not only with what viewers are watching at the scene level, but also with how they're feeling and the environments they're experiencing."

"The evolution of Moments and Emotion Targeting represent a significant advancement in how we can make scene-level metadata actionable and create an advertising experience that feels more native to the stories we're telling," said Rachel Derrico, Vice President, Product Management, Warner Bros. Discovery. "Relevancy of the moment matters. By building a product that understands emotion and context within our best-in-class content, we can create more seamless ad experiences that preserve immersion for viewers, build stronger connections for advertisers and generate new intelligence to improve the products and experiences we craft."

With the continued evolution of Moments, WBD is building on the power of its premium storytelling and entertainment to deliver smarter, more sophisticated advertising experiences. The enhanced offering, including Scene-Level Targeting and Emotion Targeting, will be available across WBD's premium streaming portfolio, including HBO Max and discovery+.