The 2025 Warner Bros. Discovery upfront introduced new advertising technology including DemoDirect and NEO, along with WBD Storyverse, which allows brand partnerships with popular IPs. This marks a pivotal moment for ad presidents Ryan Gould and Bobby Voltaggio, emphasizing a unified approach under the WBD brand. Through these innovations, WBD aims to better connect advertisers with their extensive content library to create culturally relevant messaging. The discussion highlights the importance of leveraging historic titles and reinforcing partnerships to enhance brand engagement.
Ryan Gould emphasized that the success of their One WBD approach has resulted in clients effectively utilizing their IP to enhance brand messaging across various platforms.
Ryan Gould noted, "If it happens once, it's unique. If it happens twice, it's a coincidence. If it happens three times, it's a trend... we made it a product."
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