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Ads On HBO? Max Looks To Become Much More Than That As It Gains Commercial Traction
After corporate maneuvers, a pandemic and labor unrest, streaming advertising is finally starting to gain traction at Warner Bros. Discovery's Max.
About a year into the effort and the rebrand to Max, there are clear signs of traction, with the service due to be center stage Wednesday at the company’s upfront presentation to ad buyers in New York. But execs both on the earnings call and in interviews pointed to significant strides in the advertising streaming effort, especially as the film and TV lineup regains its footing after the dual strikes of 2023. “When we started to hear more about the storyline, ad sales goes to work and says, ‘What would thematically be something that would be fairly seamless and supportive, almost endemic to the series itself?’ And a rugged truck that’s really geared toward tough terrain was one of the early choices,” he recalled.
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