WarnerMedia’s House of Max To Create Character-Based Advertisements
by Emily Nagle
WarnerMedia’s ad sales division has announced a new brand studio named House of Max.
Set to launch in the final quarter of 2021, the studio will work with partners to create advertisements featuring beloved WarnerMedia characters from the company’s wide variety of properties, ranging from Cartoon Network to TBS. The creation of House of Max occurs months after HBO Max introduced a cheaper, ad-supported tier to their streaming service. Already, customers have given great reviews on the new AVOD tier, particularly praising the relatively light ad load – only 4 minutes of commercials per hour of viewing.
While no specific brands have been announced for the new venture yet, House of Max will make advertisements more personal to viewers by featuring their favorite characters.
Julian Franco, SVP of Product Management for HBO Max, sees House of Max as promising, helping the 30 million-subscriber service to flourish even more. He believes the new studio “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.”