U.S. HISPANIC
Warner Bros. Discovery presented Max’s advertising solutions at the Upfront
Maribel Ramos-Weiner| 24 de mayo de 2023
John Steinkauf Upfront WBD
Warner Bros. Discovery disclosed the full suite of advertising solutions that will be available on the ad-supported tier of Max, the enhanced streaming service that will launch on Tuesday the 23rd.
The announcement came during the company’s annual Upfront presentation – its second since the merger – at The Theater at Madison Square Garden in New York, giving details of a robust array of consumer-focused, data-driven advertising capabilities that will enable agencies and brand partners to connect with highly engaged viewers in a premium environment. The Upfront slogan was Dream Bold Here.
As with HBO Max, Max will continue to offer one of the lowest ad loads in the industry and bring together the best-performing ad formats from HBO Max and discovery+ into a seamless, elegant experience that benefits both consumers and brands.
“WBD has a proven track record of launching two successful streaming platforms and delivering the right mix of advertising products for maximum effectiveness. We’ve had a wide range of advertisers across all categories align with our premium narrative to create impactful brand associations,” said Jon Steinlauf, director of US Ad Sales, Warner Bros. Discovery during the pre-sale event. Steinlauf noted to those present that this time the Upfront would have no talent on stage out of respect for the current Hollywood writers’ strike. He also recognized the protest and hoped for a prompt and fair resolution.
JB Perrette, President and CEO of Warner Bros. Discovery Global Streaming & Games, said Max provides advertisers with innovative ad products and access to the most premium brands and content in the video industry, while rewarding its customers with one of the lightest ad loads in streaming, “an incredible win-win for everyone. We draw on data and technology, along with a long history of advertising experience to deliver innovative, non-traditional ads to targeted adult audiences in ways that minimize disruption to the storytelling.”
Other executives that took the stage at Madison Square Garden included Luis Silberwasser, Chairman and CEO of Warner Bros. Discovery Sports, who highlighted the more than a thousand hours of live events; Chris Licht, CEO of CNN Worldwide, who highlighted the launch of a new graphics package for CNN; Kathleen Finch, Chairman, and Chief Content Officer of US Networks Group; Casey Bloys, Chairman and CEO of HBO and Max Content and Bruce Campbell, Chief Revenue Officer.
Some interesting facts revealed during the presentation are:
-Warner Bros. Discovery’s 20+ channels average more than 100 million total viewers each week.
-Warner Bros. Discovery is home to six of the top 10 cable channels: TNT, TBS, TLC, Discovery, Food, and HGTV.
-Warner Bros. Discovery has 41 of the top 100 shows that spark off the most brand searches right after the ads are seen.
-The Warner Bros. Discovery portfolio reaches a segmented audience with a reach that includes 75% of A18-34s; 84% of A22-54; 92% of A55+; and 81% of all multicultural audiences.
-63% of HBO Max users are under 40 years old, which attracts a young audience that is key for advertisers.
-Warner Bros. Discovery Sports is driving impressive growth for all of its sports league associations in the NBA, NHL, MLB, NCAA, and U.S. Soccer, including the most-watched NBA playoff coverage in nine years and the most-watched NHL playoff coverage on pay-TV of all time to date.
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