Streaming is a big focus for the newly merged Warner Bros. Discovery – and the media giant is placing its bets on an ‘ad-lite’ model. This hybrid model will essentially run ads against content in order to keep subscription prices down, while keeping the ad load much lighter than the traditional TV experience.
Programmatic sales will be a big part of this strategy too says Alex Hodge, Warner Bros. Discovery’s Director of Ad Sales & Programmatic. But there are nuances to running programmatic sales for a streaming service – and the industry must be careful not to repeat the “race to the bottom” seen in display, says Hodge.
Filmed at the Cannes Lions International Festival of Creativity 2022.
