HBO Max to Launch New Advertising Format, ‘Moments’, Across International Territories, Giving Brands a New Way to Reach Premium, High-Value Audiences Through Context and Precision

Published on: June 24, 2026

London 24th June 2026 – HBO Max announced that Moments, a new contextual advertising capability for advertisers, will launch across select international territories by the end of 2026. Developed to help brands connect more precisely and effectively with HBO Max’s premium, high-value audiences, Moments enables advertisers to tailor their messaging to the themes, settings and on-screen context viewers are engaging with across the HBO Max portfolio, from a broad slate of tentpole titles, local originals and films coming to the platform across international territories.

Moments is powered by KERV.ai’s advanced AI technology, which uses visual, audio, and contextual signals to identify relevant themes, sentiment and on-screen elements to bring brands closer to WBD’s IP for deeper, story-driven connections at scale. Through curated ‘Moments’ such as Cooking, Fashion, Beauty, Luxury Goods, Fitness and Wellness the solution enables advertisers to reach audiences in environments that align more closely with their messaging across the HBO Max content portfolio.

• Episodic-level precision: Helps advertisers reach viewers in contextually relevant episodes and moments, beyond endemic networks or titles alone.

• Scalable distribution: Creates opportunities to connect with audiences across HBO Max’s broad portfolio of premium franchises, brands and content.

• Privacy-first design: Uses contextual signals to support a high-quality ad experience across streaming environments.

• Brand suitability options: Gives advertisers more flexibility to align campaigns with relevant themes and avoid content areas that do not meet their brand goals.

With more than 25,000 moments identified across content on HBO Max, Moments gives advertisers more opportunities to align campaigns with what viewers are watching. In the U.S., the capability has already delivered a 19% lift in viewer engagement and a 13% lift in purchase intent, underscoring the value of contextually relevant ad 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. At HBO Max, we want to help advertisers show up in ways that feel more relevant, more thoughtful and more effective,” said Daniel Barnes, Head of Global Advertising Revenue, HBO Max.  “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.” 

Read more: Warner Bros. Discovery Rebrands Max as HBO Max

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