CNN International Commercial (CNNIC) and WBD (Warner Bros Discovery) Sports Europe have joined forces to offer access to premium, programmatic guaranteed brand solutions through a new offering, called WBD Connect.
“I believe this is another step forward for WBD in utilising the scale and influence we offer marketers, when we combine the power of our portfolio and drive engagement from a single entry point. WBD Connect aims to be an example of how a company, with our size and scale, can combine offerings across brands using smart technology,” Rob Bradley, SVP digital revenue, strategy and operations, CNN International Commercial, said.
From what it’s understood, WBD Connect enables international brands and agencies to reach global monthly digital unique users with display and video ad formats across channels, platforms, and devices including mobile, web, apps, desktop, and CTV. Accessed through a single buying point, it’s believed that brands can engage with global audiences across news and sport through digital inventory spanning CNN, Eurosport, Bleacher Report, and NBA.com.
Reportedly, WBD Connect is partnering with Magnite, a sell-side advertising company, which will act as WBD’s technology partner to deliver the campaign efficiency through one Magnite deal ID. As things are understood to stand, WBD Connect will plan the advertising campaign, aligning objectives and relevance to WBD’s premium digital platforms, content and inventory. Additionally, utilising data-driven insights, the campaign performance is expected to be optimised in real time to maximise ROI for brand partners.
“I think the combination of news and sports is a proposition and one which has the ability to captivate the attention of viewers around the world. By rolling out WBD Connect, we intend to serve our brand partners with tailored marketing solutions that enable them to tell their stories at a scale to connect with the widest possible audience,” Mike Rich, head of international and UK ad-sales and brand partnerships, Warner Bros Discovery, said.