How to Advertise on HBO Max: The Complete Guide for Brands
Picture this: your competitor's ad running during the season finale of House of the Dragon, reaching millions of viewers who chose to pay for premium content and willingly watch your message. That's the power of advertising on Max; a platform where audience intent meets premium storytelling, creating advertising opportunities that most marketers only dream about.
Max is more than a simple streaming service. With 116.9 million global subscribers as of Q4 2024 and a rapidly expanding ad-supported tier, it's become the sweet spot where HBO's prestige content meets Warner Bros.' blockbuster appeal and Discovery's broad reach. The viewers here aren't passively scrolling through free content; they're actively choosing quality, which means they're more likely to engage meaningfully with the brands that appear alongside their favorite shows.
While other platforms chase scale or demographics, Max offers something more valuable: context. Your brand doesn't just reach viewers; it reaches them in premium content environments that elevate perception and drive recall.
This guide talks about how leading brands are using Max's unique position in the streaming market to drive real results, from technical setup to creative strategies that resonate with audiences who expect excellence from everything they consume.
Max combines HBO's prestige content with Warner Bros. and Discovery programming, offering advertisers premium placements and audience intent.
Brands can choose between self-serve or managed service options, with entry points starting at $5,000 and increasing with targeting and support needs.
Creative must meet high standards to align with Max’s premium viewing experience, including captions and a focus on narrative storytelling.
Max supports advanced targeting using behavioral data, content affinity, and Warner Bros. Discovery cross-platform insights for better precision.
CPMs range from $30 to $45, depending on targeting, content, and timing, making smart budget allocation essential for performance.
Good Kids helps brands succeed on Max through platform-specific strategy, premium creative, and full-service campaign execution.
Understanding Max's Advertising Ecosystem
Max operates differently from other streaming platforms, balancing HBO's premium legacy with Warner Bros. Discovery's broad content portfolio. This dual identity creates unique opportunities; advertisers can align with prestige programming like "Succession" and "The Last of Us" or reach broader audiences through reality content, live sports, and library titles. Understanding this ecosystem is crucial for campaign success.
Max's ad-supported tier now spans over 40 countries, with key expansions slated for 2025 as distribution deals with UK partner Sky Studios expire in the UK, Italy, and Germany in 2026. Warner Bros. Discovery has positioned the ad tier as "ad-lite," emphasizing quality over quantity with about 6 minutes of ads per hour — significantly less than traditional TV's 15-20 minute standard.
| Content Type | Example Shows | Audience Profile | Best For |
|---|---|---|---|
| HBO Originals | Succession, White Lotus | High income, educated, 25-54 | Luxury brands, financial services |
| Warner Bros. Films | DC Universe, Harry Potter | Broad appeal, family viewing | Entertainment, retail, QSR |
| Discovery Content | 90 Day Fiancé, Property Brothers | Middle America, 35-64 | CPG, home improvement, insurance |
| CNN Programming | CNN Max, documentaries | News engaged, higher education | B2B, advocacy, premium products |
| Adult Swim | Rick and Morty, anime | Males 18-34, tech-savvy | Gaming, tech, streaming services |
| Live Sports | NBA, NHL, March Madness | Males 25-54, high engagement | Automotive, beverages, betting |
Example Shows: Succession, White Lotus
Audience Profile: High income, educated, 25-54
Best For: Luxury brands, financial services
Example Shows: DC Universe, Harry Potter
Audience Profile: Broad appeal, family viewing
Best For: Entertainment, retail, QSR
Example Shows: 90 Day Fiancé, Property Brothers
Audience Profile: Middle America, 35-64
Best For: CPG, home improvement, insurance
Example Shows: CNN Max, documentaries
Audience Profile: News engaged, higher education
Best For: B2B, advocacy, premium products
Example Shows: Rick and Morty, anime
Audience Profile: Males 18-34, tech-savvy
Best For: Gaming, tech, streaming services
Example Shows: NBA, NHL, March Madness
Audience Profile: Males 25-54, high engagement
Best For: Automotive, beverages, betting
Getting Started: Two Paths to Max Advertising
Before exploring campaign specifics, it's essential to understand that Max offers two distinct advertising routes, each with different entry points, capabilities, and strategic advantages depending on your brand's goals and resources.
Path 1: Self-Service Platform (Budget: $5,000+)
Warner Bros. Discovery's self-serve platform democratizes Max advertising for smaller budgets. The interface resembles Google Ads, making it familiar for digital marketers while offering streaming's premium inventory. This option suits brands testing streaming waters or running targeted campaigns with more modest budgets.
Setting up self-serve campaigns requires basic steps: create an account through the WBD Ad Manager, upload creative assets, define targeting parameters, set budgets, and launch. However, self-serve limitations include reduced targeting options compared to managed service, no guaranteed premium placements, and minimal optimization support. The trade-off for lower minimum investment is less strategic guidance and placement control.
Streaming TV advertising through self-serve platforms works best for straightforward awareness campaigns or retargeting existing customers. The lack of strategic support means brands must bring their own expertise or partner with agencies familiar with streaming nuances.
Path 2: Managed Service
Managed service unlocks Max's full potential through dedicated account teams, premium inventory access, and strategic planning support. This white-glove approach includes pre-campaign audience insights, custom content packages, guaranteed premium placements, and post-campaign analytics that go beyond basic metrics.
This experience is what you would get by working with an experienced advertising team like the one we have at Good Kids. We’ll talk about the specific pros and cons of this a little later in the article.
Technical Requirements and Creative Specifications
With your advertising path selected, the next step involves ensuring your creative assets meet Max's specific technical standards and format requirements.
Video Specifications for Max
Max maintains strict technical standards that preserve the platform's premium viewing experience. Based on industry standards and Warner Bros. Discovery requirements, all video assets must meet these specifications:
Aspect Ratio: 16:9 (1920x1080 or 3840x2160)
Video Format: MP4 or MOV container
Video Codec: H.264 or H.265
Frame Rate: 23.976, 24, 25, 29.97, or 30 fps
Audio: Stereo required, 5.1 surround preferred
Duration: 15, 30, or 60 seconds standard
Captions: Required for all spots
Creative Best Practices for Max Success
"The emphasis on really preserving an ultra-premium user experience with really unique ad executions … and understanding that the viability of the platform is really predicated on the cultural relevance and premium nature of the content." This philosophy from Ryan Gould, Head of Digital Ad Sales for WBD, guides creative development.
Successful Max creative shares several characteristics that experienced production partners understand intuitively. First, respect the viewing environment; Max viewers chose premium content and expect ads to maintain that standard. Second, embrace storytelling over selling. The most effective Max ads feel like short films that happen to feature brands. Third, optimize for attention retention through compelling narratives that hook viewers early.
Targeting Capabilities: Precision Meets Privacy
Max offers sophisticated targeting while respecting viewer privacy — a balance that appeals to privacy-conscious consumers. The platform provides multiple targeting layers that can be combined for precision:
Demographic and Behavioral Targeting Options
Target viewers based on age, gender, income level, and other demographic factors. Beyond basic demographics, Max leverages viewing behavior data including:
Content Affinity: Target viewers of specific genres or shows
Viewing Patterns: Frequency, daypart preferences, binge-watching behavior
Geography: DMA, state, or zip code level targeting
Device Type: Smart TV, mobile, desktop, gaming console
Household Income: Refined income brackets for premium targeting
Max's audience leans into ad-supported models with culturally resonant content, aligning with the broader AVOD shift. This behavioral data enables more precise targeting than traditional TV while maintaining viewer privacy.
Advanced Targeting Through Warner Bros. Discovery
The real power comes from Warner Bros. Discovery's data ecosystem spanning Max, Discovery+, CNN, and other properties. This cross-platform intelligence enables sequential messaging strategies; reaching viewers across their content journey. Brands can target someone who watched a cooking show on Discovery+ with kitchen appliance ads on Max, creating coherent cross-platform narratives.
Data-driven campaigns using Max's behavioral targeting deliver better performance than demographic-only approaches, though specific performance improvements vary by campaign.
Pricing Models and Budget Optimization
Max's pricing structure directly impacts your campaign's reach and effectiveness, making budget optimization essential for sustainable advertising success. Here’s what you nee dto know about the pricing.
Understanding Max CPMs and Pricing Factors
By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30. Current CPM rates for Max typically range from $30-45, influenced by multiple factors:
| Factor | Impact on CPM | Example |
|---|---|---|
| Targeting Precision | +15-30% | High-income households in top DMAs |
| Content Type | +/- 25% | HBO originals command premium rates |
| Seasonality | +/- 40% | Q4 holiday period sees increases |
| Frequency Caps | +10-20% | Lower frequency = higher CPM |
| Daypart | +/- 30% | Primetime commands premium |
| Creative Length | Variable | 30s standard, 15s slightly lower, 60s higher |
Impact on CPM: +15-30%
Example: High-income households in top DMAs
Impact on CPM: +/- 25%
Example: HBO originals command premium rates
Impact on CPM: +/- 40%
Example: Q4 holiday period sees increases
Impact on CPM: +10-20%
Example: Lower frequency = higher CPM
Impact on CPM: +/- 30%
Example: Primetime commands premium
Impact on CPM: Variable
Example: 30s standard, 15s slightly lower, 60s higher
Smart buyers optimize costs through strategic choices. Running in shoulder content (between tentpole premieres) can reduce CPMs while maintaining quality audiences. Geographic targeting outside major metros often delivers lower CPMs with similar audience quality. Budget-conscious campaigns can achieve strong results by accepting broader targeting parameters and flexible scheduling.
Budget Allocation Strategies
Successful Max campaigns typically follow strategic allocation patterns that balance media spend with creative excellence and measurement. For a $100,000 campaign, consider allocating 70% to media (approximately 2.2-3.3 million impressions at current CPMs), 20% to creative production that meets Max's premium standards, and 10% to measurement and optimization tools.
"There's a reason we call it ad-lite." This approach from JB Perrette emphasizes quality over quantity — frequency capping becomes crucial for efficiency while respecting the viewer experience.
Content Alignment: Choosing the Right Shows and Genres
Premium Tentpole Opportunities
Max's tentpole content creates advertising moments that transcend typical streaming buys. The Penguin ranks as one of the largest premieres on Max, with audiences similar to The Last of Us and House of the Dragon. These cultural moments justify premium CPMs through amplified impact beyond paid media.
Warner Bros. Discovery provides advance notice of tentpole content, allowing brands to plan integrated campaigns. A single spot during a series finale can anchor weeks of social content, influencer partnerships, and earned media. Event marketing strategies that connect to Max tentpoles consistently outperform standalone streaming buys.
Genre-Based Targeting Strategies
Jon Steinlauf, Chief U.S. Advertising Sales Officer at WBD, cites the premiere earlier this year of True Detective: Night Country as an example of the company's strategy. When the show's Alaska setting became clear, the ad sales team proactively matched rugged truck brands with the content's thematic elements.
Different genres deliver predictably different audiences:
Prestige Dramas: Highest income audiences, best for luxury and financial services Reality Programming: Broader demographics, high engagement, ideal for CPG and retail Sports Content: Male-skewing, real-time viewing, perfect for automotive and beverages Comedy/Adult Animation: Younger skewing, tech-savvy, responsive to innovative creative
Measuring Success: KPIs and Attribution
Primary Performance Metrics
Max provides comprehensive reporting through its platform, focusing on metrics that connect to business outcomes. 92% reporting engagement while streaming content demonstrates the platform's engaged viewing environment. Key metrics to track include:
Completion Rate: Industry benchmarks suggest 90%+ is standard for Max
Brand Lift: Measured through third-party studies when available
Search Lift: Increases in brand searches post-exposure
Site Traffic: Direct traffic attribution through pixel tracking
Attention Metrics: Emerging measurements of actual engagement
Campaign measurement strategies must account for Max's premium context; higher CPMs should deliver higher-quality outcomes beyond simple reach metrics.
Attribution Challenges and Solutions
Like all streaming platforms, Max faces attribution complexity. Viewers might see an ad on their smart TV but purchase on mobile days later. Max addresses this through partnerships with measurement providers, though specific attribution capabilities continue evolving with the platform.
For optimal attribution, brands should implement comprehensive tagging strategies before campaign launch, including dedicated landing pages, pixel placement across conversion points, and integration with existing analytics platforms.
Creative Strategies That Work on Max
Successful Max campaigns require creative approaches that align with the platform's premium content environment and sophisticated viewer expectations.
The HBO Effect: Elevating Brand Storytelling
Max viewers have been trained by decades of HBO excellence to expect superior storytelling. This creates opportunities for brands willing to embrace narrative sophistication. "Advertising is a time-tested way to reduce the cost of great entertainment and reach a wider audience," said EVP & General Manager, HBO Max, Andy Forssell.
Creative production for Max requires balancing artistic ambition with commercial objectives. Brands investing in proper story arcs see better performance than those using traditional product-focused approaches. A 30-second spot can tell a complete story when crafted with the same care as Max's premium content.
Platform-Specific Creative Optimization
Max's limited ad load creates both opportunity and challenge. With fewer ads per hour, each spot has more impact — but also more pressure to perform. Strategic creative choices include:
The first 3 seconds determine engagement Audio Excellence: Many Max viewers use high-quality sound systems Visual Sophistication: Match Max's 4K capabilities with appropriate production Contextual Relevance: Create variations for different content contexts
Common Mistakes to Avoid When Advertising on HBO Max
Even well-planned Max campaigns can falter when brands overlook platform-specific nuances that separate successful advertisers from those who struggle to gain traction.
Mistake #1: Treating Max Like Traditional TV
"Currently, streaming platforms don't have frequency controls for ad targeting." This limitation means brands must be more strategic about frequency capping at the campaign level. Max viewers choose what and when to watch, creating different attention dynamics than linear TV.
Traditional TV's broad targeting doesn't translate to Max's capabilities. Brands using only basic demographics miss the platform's sophisticated behavioral targeting. Modern streaming strategies require precision thinking from the start.
Mistake #2: Underestimating Creative Quality Requirements
HBO Max has rigid creative guidelines to maintain its premium, ad-lite experience. Advertisers need to ensure their content meets specific duration limits, quality standards, and formatting rules and even then, the approval process can be time-consuming and unpredictable.
The platform's audience notices quality differences immediately. Investing in proper production, or working with experienced partners who understand platform standards, prevents costly rejections and poor performance.
Mistake #3: Ignoring Scale Limitations
HBO Max isn't a great fit for tightly focused local TV campaigns due to its limited subscriber base. With only 8 million ad-supported viewers, it can be difficult to execute targeted campaigns in specific geographic regions. This smaller scale compared to platforms like Amazon Prime Video (130 million ad-supported viewers) requires adjusted expectations and strategies.
Advanced Strategies for Experienced Advertisers
Looking to push the envelope even further? Here’s how you can refine your ads on Max even more.
Cross-Platform Orchestration
Max's integration with Discovery+ and other Warner Bros. Discovery properties enables sophisticated cross-platform strategies. "The industry has gone from a model in the 2010 to 2020 period of everybody trying to do everything, and frankly a glut of content and an overspend, to a much more rational spend where we've all got back to doing what we're really good at and providing consumers access to all the goodness through the bundles."
Integrated campaign development should consider each platform's unique context while maintaining message coherence across the Warner Bros. Discovery ecosystem.
Using Tentpole Moments
The Olympic Games Paris 2024 generated more than 215 million cumulative views across WBD platforms, a 23% increase vs. the Tokyo 2020 games. While the Olympics represent an exceptional example, Max's regular tentpole content provides predictable opportunities for brand integration.
Creating supporting content ecosystems around tentpole advertising maximizes these moments. The key is planning integrations months in advance with Warner Bros. Discovery's partnership team.
Dynamic Creative Optimization
While Max's dynamic capabilities continue developing, brands should build modular creative systems now that can adapt as capabilities expand. Current opportunities focus on A/B testing different creative versions and optimizing based on performance data.
Building Your Max Advertising Strategy
With the fundamentals in place, it's time to construct a comprehensive Max advertising strategy that aligns your brand objectives with the platform's unique opportunities and audience behaviors.
Phase 1: Foundation Setting (Weeks 1-4)
Begin with clear objectives aligned to Max's strengths. The median viewer age of 39; the youngest for Warner Bros. Discovery's portfolio suggests strong potential for brands targeting millennials and younger Gen X consumers.
Define success metrics beyond media metrics; brand lift, search volume, site traffic provide fuller pictures. Strategic planning sessions should explore which Max viewers most likely convert to customers.
Phase 2: Creative Development (Weeks 5-8)
Max creative development requires balancing brand objectives with platform expectations. Start with concepts that could stand alone as entertainment while naturally integrating brand messages. Production planning must account for Max's technical requirements from the start.
Partners experienced with streaming-optimized production help avoid common pitfalls while ensuring creative meets Max's premium standards.
Phase 3: Launch and Optimization (Weeks 9+)
Launch campaigns with learning budgets before scaling. Initial 2-4 week flights reveal true performance patterns. Monitor beyond basic metrics — brand search lifts and site traffic provide early indicators of campaign resonance.
Warner Bros. Discovery's flagship streaming service has been growing its subscriber base at a fast clip this year since expanding internationally during the first half. This growth trajectory suggests increasing inventory availability and opportunities for advertisers ready to invest in the platform.
Why Partner with Good Kids for Max Advertising
Creating breakthrough campaigns on Max requires more than technical knowledge — it demands creative excellence that respects the platform's premium standards while driving real business results. At Good Kids, we've helped brands navigate Max's unique ecosystem, creating campaigns that feel at home next to HBO's best while delivering measurable impact.
Our approach starts with cultural insight and strategic thinking, developing concepts that earn attention rather than interrupting it. We handle the complete process from creative development through production and campaign management, ensuring every element optimizes for Max's specific requirements and opportunities. Whether you're exploring Max for the first time or looking to elevate existing efforts, we bring the expertise to make your investment deliver.
Ready to create Max campaigns that match the platform's prestige? Connect with Good Kids to develop streaming advertising that resonates with discerning audiences while driving real results.
HBO Max Advertising: For the Pros, By the Pros
Sources Used for This Article:
Warner Bros. Discovery Q3 2024 Earnings Report
Warner Bros. Discovery Q4 2024 Earnings Report
Max Advertising Platform Overview
Streaming Service CPM Analysis Q4 2024
Discovery (HBO) Max Advertising Guide 2025
Max Ad Experience and Specifications
Max Leverages Warner Bros And HBO As It Expands Advertising Tier