AIM (Warner Bros. Discovery's new first-party data platform) is part of a growing trend where publishers seek to add targeting layers within Streaming TV, aiming to stand out and attract more advertising budgets. Streaming TV, a hybrid channel, combines the quality and reach of traditional TV with the digital capabilities and measurement of online video. By offering deeper targeting, publishers help advertisers capitalise on this channel while commanding higher CPMs.

However, AIM and similar solutions also present challenges. A single publisher's offering will only cover a small portion of a streaming campaign, as the fragmented Streaming TV landscape involves multiple players. Advertisers will have to deal with different targeting solutions from different publishers, and manage the complexity and manual work of implementing them across their spends.

Additionally, AIM raises strategic questions about executing highly targeted campaigns in a channel with limited inventory. For instance, Warner Bros. Discovery’s low ad load requires advertisers to balance reaching granular audiences with delivering enough impressions without causing high frequency and negative brand impact.

To effectively leverage AIM and other targeting solutions, advertisers should establish a clear framework for Streaming TV. This framework should outline objectives, KPIs, targeting strategy, budget allocation, measurement, and optimisation tactics. With this approach, advertisers can navigate the evolving landscape and make informed investments that align with their goals. Streaming TV offers significant opportunities, but requires a careful, strategic approach to maximise its potential.

Warner Bros. Discovery is enhancing its connected TV (CTV) advertising capabilities with the rollout of a first-party data platform called AIM across its international media portfolio, including CNN, Max, and discovery+. The platform allows advertisers to target audience segments based on detailed first-party data rather than just programme context.

AIM is part of Warner Bros.’ strategy to boost CTV and digital ad spend, offering advertisers increased relevancy and improved targeting.

The platform has already been used by major brands like Adidas and British Airways, with CTV becoming a key revenue driver amid declining linear TV ad revenues.