• by Wayne Friedman , 8 hours ago

Warner Bros. Discovery’s upfront presentation on Wednesday included a new, real-time dashboard for brands’ in-flight campaigns, as well as a cross-platform tool for better brand and content integration.

The “always-on” measurement and attribution dashboard emphasizes efforts to focus on real-time insights and business outcomes for in-flight campaigns.

This will come with the help of measurement and attribution partners. WBD did not offer any information on partner associations in its announcement.

With the dashboard, brands can see campaign performance across linear, streaming, and digital; business outcomes data, such as brand lift, website activity, and specific consumer sales results. The dashboard will also offer insights and analysis.

The company is also starting up a suite of cross-platform tools to connect brands with “fan-first” content.

This will come through not only popular sports programs but also with real-time “audience sentiment” during town halls and newscasts, as well as unscripted competition programs.

This could include special brand integration in accessing fan sentiment in real time through live polling and interactive prompts. In addition, it could come from brand integration with fans’ “experiences” through interactive content.

WBD is giving these efforts special consumer “behavioral"-linked terms for brands to consider, including Pulse, Highlight, Engage and Reward.

WBD's merger with Paramount Skydance is still not completed.