"But Derek Gatts, VP of advertising experience and platform at Warner Bros. Discovery, told me there's bigger fish to fry before broadcasters and streamers get bogged down in questions about QR codes and remote controls. (Although, for the record, WBD's own testing found that consumers overwhelmingly favored QR codes.) And that fish is: How do TV studios guarantee that the products featured in these new made-for-TV shoppable moments are ones that viewers actually want to buy in the first place?"
"For WBD, the answer lies in contextual relevancy. The pixel edge HBO's influence on culture is well established. Just look at how "The White Lotus" triggers a surge of bookings wherever the newest season is filmed or how many people have named their children after "Game of Thrones" characters since the series first aired in 2011. This ability to connect with viewers is what WBD's shoppable ad business intends to capitalize on, Gatts told me, to "turn that inspiration into immediate, tangible action.""
"To pull this off, WBD enlisted the help of Kerv.ai, which uses machine learning-based image recognition tools to analyze content for discrete objects like clothing, accessories or furniture. Kerv's selling point is its able to identify objects in detail, which Chief Innovation Officer Marika Roque referred to as "the pixel edge." (If you've ever used an automatic select tool on an image editor like Photoshop, then you know how hard it is to achieve this sort of precision!)"
Warner Bros. Discovery emphasizes contextual relevancy to ensure shoppable CTV ads present products viewers actually want to buy. WBD's testing found consumers overwhelmingly favored QR codes over remote input. The shoppable ad strategy aims to convert on-screen inspiration into immediate, tangible action. WBD partnered with Kerv.ai to apply machine learning image-recognition that analyzes content for discrete objects such as clothing, accessories, and furniture. Kerv.ai's precise object identification, termed the 'pixel edge,' enables detailed matching of on-screen items to purchasable products. WBD supplied Kerv.ai with over 20,000 hours of content and launched the collaboration with Wayfair as its first retail partner.
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