• by Karlene Lukovitz  @KLmarketdaily, May 17, 2023

This morning, Warner Bros. Discovery laid out the advertising formats that will be offered on the ad-supported tier of Max, the rebranded, expanded version of HBO Max set to launch on May 23.

The menu includes several interactive formats. A “one-click reveal” shows a surprise message, promotion or trivia answer on scrolling; a carousel format showcases multiple products; an “extendable” ad lets users open a branded hub on their mobile or connected TV devices for immersive interaction with the ad; and locator ads identify nearby merchants where viewers can purchase showcased products.

In addition to traditional pre-roll and mid-roll ads, and pause ads, options include “brand blocks” in which a single brand buys all ad moments within a given piece of content; and “takeovers,” in which a single brand’s ads are the first ones seen by all users on the platform for a full day (including the pre-roll and first mid-roll in each consumer’s first stream).

Another option, an “in-front,” lets a brand sponsor an ad-free experience for viewers by eliminating all mid-roll advertising. In exchange, viewers watch ads before content playback begins.