WarnerMedia Ad Sales announced the launch of a custom-built insights tool in partnership with social data company Shareablee and its new Social Center of Excellence, aimed at powering comprehensive and customized branded content campaigns. The offering has been built to focus on three key areas:
- Actionable audience insights
- Competitive analysis
- Brand highlights
“As the industry continues to evolve and consumers have more choices of what content to watch and where, it’s essential we’re able to expand our capabilities and help marketers drive personalized and impactful connections with our fans that extend beyond the traditional viewing experience,” said Frank Kavilanz, SVP of growth strategy and solutions, WarnerMedia Ad Sales. “Shareablee is a leader in the social space and has been a great partner in supporting our mission to provide partners a simplified and more thoughtful advertising experience.”
“WarnerMedia is an innovator not only in social media, but across TV and digital, and this is a huge step for our industry to unlock the potential of data-driven planning, creative intelligence, mid-campaign optimization and post-campaign measurement. We are very excited to launch our new Social Center of Excellence business practice with this important collaboration,” said Shareablee CEO Tania Yuki said.
Expanding from its social optimization roots and expertise, Launchpad focuses on a full-funnel sales approach – starting with the craft of customized branded content informed by data and marrying it to innovative ad products and experiences that turn attention into action. From driving donations to lead generation, application or coupon downloads, newsletter opt-ins, or completing the funnel with purchase of a product, WarnerMedia is able to create connections that transcend the screen. Through this tool, the company’s sales team is more informed with thoughtful presales information to meet marketers’ goals and create an end-to-end experience, which results in more effective deals and ROI for clients.