Overview
CES Tech Talk podcast, in the final episode of season 6, features interviews with experts bringing you an insider’s look at what’s new and trending in consumer technology and at CES. Subscribe to get this month’s latest episodes. This week, Warner Bros. Discovery’s Andrea Zapata describes how data is far more than a numbers game. When used creatively, data is the silver thread that deeply connects, and sells, brands to viewers who binge and stream.
For Warner Bros. Discovery, data is a treasured resource. But this media company is winning the race at mining and applying data in ways that keep viewers tuned in to brand advertising. Plus, they’re buying what the brands are selling. Using advanced tools, this company has learned how to deeply understand audiences and deliver marketing messages with laser accuracy to viewers consuming content on topics as varied as food, sports, news and much more. Moreover, Warner Bros. Discovery has big plans for working further data magic in 2023. The company’s chief of ad sales research, Andrea Zapata, explains strategies, tactics and what’s ahead in episode 33, Warner Bros. Discovery Dives Into Data, of the CES Tech Talk podcast series.
Takeaways
- Warner Bros. Discovery plans to aggressively leverage alternative measurement methods to master the funnel, from brand awareness at the top to conversion at the bottom. The process is complex, but brands are seeing the light because of the deep data sets Warner Bros. Discovery is uncovering.
- Through tools from organizations including iSpot and Nielsen ONE, Warner Bros. Discovery has developed forecasting systems that can both find and deliver audiences for brands.
- Warner Bros. Discovery has unveiled Max, a streaming service blending HBO Max and Discovery+. Combining scripted dramas like HBO's “Succession” with Discovery's unscripted shows about cooking and more, the company can offer brands new and novel ways to reach fresh audiences.
They Said It
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[W]e have 28 linear networks. We are in the streaming environment. We have a lot of digital. We cover everything from food to HDTV to sports to news…My job in the ad sales world is to make sure that we are effectively measuring it, we're counting the audiences and the engaging fans that we reach. And then, ultimately, there's value for our really beloved advertisers and clients.
Andrea Zapata (00:46)
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[W]e have an entire arm that creates this custom content that has obviously great relationships with our content creators and with our storytellers. And we believe that this is really the unique advantage of our IP. It's what we bring to the table that is a differentiator…we have the privilege of working with story creators and we get to bring our advertisers along with that.
Andrea Zapata (08:33)
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Warner Bros. Discovery at CES 2023
CTA member Warner Bros. Discovery was showcased via a session in the C Space Studio at ARIA.
Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery
As ad sales and measurement lead for Warner Bros. Discovery, Zapata oversees research for the company’s portfolio of brands, marketplace intelligence, category and client insights. She also heads outcome-focused research for advertisers. She brings specific expertise to the role in demonstrating the value and impact of research and data. Prior to her current position, Zapata was head of research, data and insights for Warner Media and, in earlier roles, she held leadership positions in sales and research for Vevo, Effectv and Hulu.
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