WarnerMedia's Ad Sales division announced the official launch of its new consumer-based brand studio for advertisers. “House of Max builds upon WarnerMedia’s bountiful history and storytelling tradition with captivating, consumer-centric experiences,” Maureen Polo, Senior Vice President of Entertainment Marketing Solutions for WarnerMedia, said.
The initiative is intended leverage the brand's extensive entertainment IP, brands, and franchises. Through the studio, advertisers can develop custom creative for their marketing messages in a best-in-class environment on HBO Max. The brand studio can also create custom services for WarnerMedia’s premium entertainment properties, which include Adult Swim, Cartoon Network, TBS, TNT, and truTV among others, reaching 67% of all adults each month. “Developed by an outstanding group of dynamic and diversified collaborators, House of Max’s insights-driven brand storytelling is a harmonious combination of art and science that furthers consumers’ curiosity while driving business outcomes for partners," Polo said.
WarnerMedia Ad Sales will partner with advertisers to determine the most effective measurement options for clients that partner with House of Max for creative solutions, by assessing campaign elements, media execution, objectives, and robust insights gleaned to demonstrate performance. House of Max custom creative is available to any brand that partners with HBO Max beginning in the fourth quarter of 2021. Advertisers’ brand storytelling can complement premium entertainment experiences and iconic programming.
HBO Max's current content catalog includes Emmy-nominated Max Originals like "Hacks," "Legendary," and "The Flight Attendant," as well as "Just Like That," "Gossip Girl," "The Hype," and much more. House of Max will also provide custom services for digital and linear entertainment properties across the WarnerMedia portfolio. “We’re seeing great engagement on HBO Max with Ads since the platform launched in June, with customers telling us they enjoy and appreciate our short ad breaks and seamless ad experience,” said Julian Franco, Senior Vice President of Product Management for HBO Max. “House of Max will help us provide an even better experience for our viewers, offering brand partners the opportunity to develop custom creative that fits in seamlessly with HBO Max’s premium content and interface.”
Developed by an outstanding group of dynamic and diversified collaborators, House of Max’s insights-driven brand storytelling is a harmonious combination of art and science that furthers consumers’ curiosity while driving business outcomes for partners.” Maureen Polo Senior Vice President of Entertainment Marketing Solutions, WarnerMedia