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

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.