Viewer Experience Drives Ad Strategy for HBO Max: WarnerMedia’s Joe Hogan

Viewer Experience Drives Ad Strategy for HBO Max: WarnerMedia’s Joe Hogan

WarnerMedia made a strong push into the streaming video market with launch of HBO Max in May, and plans to introduce an ad-supported version with a lower subscription fee next year.

The company is developing a strategy to open up advertising inventory while also being mindful about the viewer experience.

"It will be a responsible commercial load based on fan feedback and research, and what fans see as a fair exchange," Joe Hogan, executive vice president of sales and marketing at WarnerMedia, said in this episode of the Beet TV/VAB “TV Reset” forum.

"Expect us to find a way to participate with as many advertisers as possible." In a conversation with Catherine Sullivan, chief investment officer of North America for Omnicom Media Group, Hogan discussed a key issue facing her clientele: measurement of reach and frequency among media platforms including digital and linear TV.

Improved measurement would help to make media buys more efficient.

"Folks are realizing that all data are not created equal," Hogan said.

"Working together to bring data sets where we can will lead us into a much more progressive position than we've been historically." The subscription video on demand (SVOD) version of HBO Max costs viewers $14.99 a month for commercial-free viewing, while the AVOD version's price remains to be determined.

WarnerMedia aims to reach 75 million to 90 million subscribers to HBO Max by 2025.

You are watching TV Reset, a leadership forum produced in partnership with VAB.

The series is presented by 605 and Magnite.

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