Warner Bros. Discovery’s streaming platform will roll out its artificial intelligence-driven advertising solution across Europe and Latin America before the end of 2026.
HBO Max has announced the international expansion of Moments, its AI-powered contextual advertising format designed to help brands connect with audiences through the content they are watching. The so-called product placement strategy allows brands to showcase their products within scenes from series and films, increasing visibility among viewers and encouraging interest in the same items used by their favorite characters.
Developed in partnership with KERV.ai, the tool analyzes visual, audio and contextual signals across series, movies and original productions to identify themes, emotions and on-screen elements. Based on this analysis, advertisers can align their campaigns with specific moments in the content, matching their messages with categories such as food, fashion, beauty, fitness, wellness and luxury.
According to the company, Moments will be available in selected international markets before the end of 2026, including the UK, France, Germany, Italy, Spain, the Netherlands, the Nordics, Brazil and Mexico, among other territories.
The solution offers episode-level targeting, scalability across HBO Max’s entire content library and a privacy-first approach, relying on contextual signals rather than personal data to deliver advertising.
Warner Bros. Discovery revealed that more than 25,000 “moments” have already been identified across the platform’s catalog. In the US, where the tool is already active, campaigns using Moments have generated a 19% increase in viewer engagement and a 13% uplift in purchase intent.
“Bringing Moments to international markets is part of Warner Bros. Discovery’s broader ambition to create smarter advertising opportunities built on the strength of our premium content and brands,” said Daniel Barnes, Head of Global Advertising Revenue at HBO Max.
“We want to help advertisers show up in ways that are more relevant, thoughtful and effective. Moments offers a new way to align with the content that is already capturing viewers’ attention, while also contributing to a better platform experience,” the executive added.
With this launch, HBO Max is strengthening its advertising monetization strategy and expanding contextual targeting capabilities for advertisers, at a time when streaming platforms continue to develop new solutions to maximize campaign relevance without relying on users’ personal data.
