HBO Max is to introduce a new contextual advertising format across its international markets, allowing brands to target viewers based on the content they are watching rather than personal data.
The new format, known as Moments, will launch across key European territories including the UK, France, Germany, Italy, Spain, the Netherlands and the Nordics, as well as Latin American markets including Brazil and Mexico, by the end of 2026.
Developed in partnership with KERV.ai, the system uses artificial intelligence to analyse visual, audio and contextual signals within programming to identify themes, sentiment and on-screen elements. Advertisers can then align campaigns with specific content categories including cooking, fashion, beauty, luxury goods, fitness and wellness.
Warner Bros. Discovery says the platform has already identified more than 25,000 contextual moments across the HBO Max catalogue, spanning premium drama series, local originals, films and entertainment programming.
The move reflects the growing importance of contextual advertising in streaming as platforms seek alternatives to audience targeting based on personal data. HBO Max said the system provides episodic-level precision, allowing advertisers to target individual programmes and scenes rather than broad content categories.
According to Warner Bros. Discovery, early deployments in the United States delivered a 19% increase in viewer engagement and a 13% improvement in purchase intent compared with traditional advertising placements.
“The launch of Moments across international territories builds on Warner Bros. Discovery’s broader ambition to create smarter advertising opportunities rooted in the strength of its premium content and brands,” said Daniel Barnes, Head of Global Advertising Revenue at HBO Max.
“At HBO Max, we want to help advertisers show up in ways that feel more relevant, more thoughtful and more effective. Moments gives brands a powerful new way to align with the content viewers are already engaged with, while also supporting a better experience on the platform.”
The launch follows HBO Max’s international expansion efforts and growing focus on advertising-supported streaming tiers. Earlier this year the service reported strong adoption in several European markets following its rebranding from Max, while Warner Bros. Discovery has continued to invest in advanced advertising technologies designed to increase the value of its streaming inventory.
The introduction of Moments also highlights the increasing role of AI-driven content analysis in streaming advertising, enabling platforms to offer more sophisticated contextual targeting while maintaining privacy-first approaches that avoid reliance on personal viewer data.
