WarnerMedia Latin America (AT&T) reported that WarnerMedia for Brands, its division focused on advertising solutions in Latin America, managed to implement Targeting Now with 100 advertisers in more than 400 campaigns in the region during the first 18 months after its launch.
Targeting Now is a solution developed by WarnerMedia with the aim of optimizing the investment performance of its clients in TV advertising campaigns. Based on the use of advertising technology and big data technology on audiences and content, Targeting Now offers new capabilities to implement campaigns on its ecosystem, guaranteeing results to its advertisers.
WarnerMedia’s solution was originally developed at WarnerMedia United States in 2019, and was later adapted by the same team of data scientists for Mexico, which served as a trial market to use the solution in Latin America. Once the trial version was implemented, Targeting Now was launched in early 2020 in Argentina, Brazil, Chile and Colombia, and is enabled for local and pan-regional campaigns. As reported by WarnerMedia, the project forecasts ‘ambitious plans’ for the next few months.
‘Targeting Now is a real sales solution that guarantees impressions or rating points for our region. With this innovation, we are leading the evolution of TV advertising, a very powerful but recently questioned media, due to the lack of information to optimize investments. This technological solution is a great advance for WarnerMedia and, above all, for our advertisers, because it enables them to get multiple ways to obtain tangible results from the investment of their brands. The versatility and confidence of the tool inspires and drives accelerated adoption in all countries, adding advertisers from all industries’, reported Felipe De Stefani, Head of Ad Sales at WarnerMedia Latin America and General Manager at WarnerMedia Argentina.
Felipe Revello, Executive Director Strategic Planning of WarnerMedia at Latin America, said that from the company ‘we are investing heavily to enhance Targeting Now’s scalability with cutting-edge technology throughout the region, and add new cutting-edge features’. The executive also reported that the company defined ‘an ambitious working plan, aimed at a joint optimization of our TV and digital audiences’.