Addressable Advertising Offers Full-Funnel Reach on TV: WBDs Steve Silvestri Beet.TV [Video]

SAN JUAN, Puerto Rico – Television historically has provided one of the best ways for major brands to reach a national audience most efficiently. With technological advances, it’s increasingly becoming more addressable in showing different ads to different households during the same live programming.

“Linear addressability for us, it’s not just about incremental reach,” Steve Silvestri, senior vice president of audience solutions at Warner Bros. Discovery, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat San Juan. “Seventy percent of the audiences are actually falling outside of prime time, so we know when clients are buying against our portfolio, there is a lot of audience to find and mine.”

The merger of Warner Bros. and Discovery brought together media brands including CNN, HBO, TNT, Turner Sports, Discovery, Animal Planet, TLC and HGTV. The combined company offers advertisers a way to target consumers one-to-one across a portfolio of …