- Warner Bros. Discovery (WBD) unveiled a set of advertising solutions for its ad-supported tier of Max ahead of its May 23 launch, in keeping with a press release. The announcement was made through the company’s upfront presentation at Madison Square Garden on May 17.
- The platform’s advertising features are supposed to draw on the most effective of each platforms Max is predicated on, HBO Max and Discovery+, and are optimized for reach, reward and interaction. The ad-supported tier of Max shall be available for $9.99 a month or $99.99 a yr.
- The roll out of ad options for its forthcoming Max platform was a key part of WBD’s upfront presentation, as brands and agencies prepare to purchase ads on the most recent entrant to the ad-supported streaming space.
WBD is preparing for the launch of its recent streaming platform by informing brands and agencies of the wide-ranging options available to them. Max is the most recent player within the ad-supported streaming space, a technique which has grow to be increasingly popular within the crowded category as consumers face subscription fatigue. The recent service combines HBO Max and Discovery+ to expand its content offering and consumer base.
“Max provides advertisers with progressive ad products and access to essentially the most premium brands and content within the video industry, while also rewarding our customers with one of the lightest ad loads in streaming, an incredible win-win,” said JB Perrette, president and CEO, global streaming and games at WBD, within the press release. “We depend on data and tech, together with an extended history of expertise in advertising to serve progressive and non-traditional ads to targeted adult audiences in ways in which minimize disruption to storytelling.”
With focuses on reach, reward and interaction, each category comes with a spread of options. Tools to assist marketers with reach include traditional, 15-second pre-roll video ads. Mid-roll options may even be available, as 15- and 30-second options, as part of a bigger 30-second to 60-second ad pod. Advertisers may even have the choice to perform a takeover, making theirs the primary ad all users see on the platform for a day, in addition to the ownership of the primary pre-roll and mid-roll ad of a users stream.
WBD can be granting marketers the power to reward consumers who watch ads in exchange for fewer interruptions. The Brand Block format will allow one brand to own every ad inside a bit of content. The InFront tool takes that a step further, allowing the patron to eliminate all mid-roll advertising, if the viewer chooses to look at ads before playback begins.
Interaction is the third major component of Max’s ad offering. The platform is provided with Pause Ads, a static ad that appears on the screen when content is paused. Additionally, during mid-roll, consumers will have the opportunity to interact with an ad in a spread of ways. These include a one-click reveal option which shows the patron a surprise message, promotion or trivia query when clicked. Carousel ads will allow brands to showcase multiple products and extendable branded hubs will allow consumers to further interact with the brand. Lastly, a locator function will encourage in-store purchases by informing viewers where they should purchase the product nearby. Interactive ads could increase engagement, especially for consumers used to the ad-free experience of other streaming services.
The launch of Max comes after months of anticipation and speculation on the part of marketers and consumers alike. As the streaming space becomes increasingly crowded and consumers look to cut back spending, ad-supported options have grow to be increasingly popular to retain viewers while also generating additional revenue for media firms.
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