HBO Max successfully launched in Austria - Azerion markets streaming service
As the exclusive marketing partner, Azerion Austria reports positive results: BYD, IKEA, and Nintendo were among the first advertising partners. Starting in mid-February, new premium ad formats such as Pause Ads and Infront Ads will be rolled out.
Since the official launch of HBO Max on January 13, the premium streaming service has had an impressive market presence in Austria. Right from the start, an advertising-supported subscription model has been available to the domestic audience, the environment of which offers advertising customers first-class placement opportunities. As the exclusive marketing partner in Austria, Azerion Austria's initial assessment is positive: the constant demand and the scheduled development of subscription figures confirm the high relevance of the service for the local advertising market.
Strong brands at the start
Right from the start, well-known companies relied on the premium positioning of HBO Max. Among the first brands are BYD (agency: Media 1), Ikea (agency: Otago Online Consulting) and Nintendo (agency: Dentsu Austria). Thanks to the high user acceptance, all first movers were able to fully realize their campaign goals and reach plans.
New advertising formats from mid-February
Following the successful basic launch, Azerion is significantly expanding its portfolio on HBO Max from mid-February. The focus will be on exclusive branding formats and innovative ad solutions. The tried-and-tested Pause Ad, already familiar from Azerion Austria's CTV portfolio, will be rolled out on HBO Max as an impressive full-screen variant. Azerion is also implementing the first prominent "Infront" advertising presence of a brand on HBO Max for Drei Austria. A powerful mix of Infront Ads, Pause Ads and classic pre- and mid-rolls will be used. Further collaborations of this kind are already being planned.
"We are very pleased with the development of HBO Max and the consistently high demand on the Austrian market," explains Marcus Zinn, Director Sales at Azerion Austria. "HBO Max was quickly and naturally integrated into modern TV planning by customers and agencies. We are proud to be able to accompany this positive development as a domestic marketing partner and are looking forward to the upcoming blockbuster releases."
Program outlook
HBO Max offers a first-class mix of series, blockbuster films, exceptional reality formats and live sport from HBO, Warner Bros. Pictures, the DC Universe, Max Originals and many other brands. The attractiveness for advertisers is continuously strengthened by the steady increase in premium content.
The much-discussed series "Heated Rivalry" is already generating high viewing figures. The cinematic highlight in February is the drama "Amrum" by star director Fatih Akin with Diane Kruger, which premiered on February 13. "Banksters", the eagerly awaited first German in-house production on HBO Max, will also follow on February 20. At the end of the month on February 27, the sci-fi drama "The Assessment" with Alicia Vikander and Elizabeth Olsen underlines the high quality standards of the portfolio.
