Nine secures exclusive ad sales partnership for Max in Australia

Nine has announced its appointment as the exclusive sales partner for advertising on Warner Bros. Discovery's (WBD) Max streaming service in Australia. This partnership positions Nine to expand its digital video advertising offerings.

Max taps into premium content

Max will house WBD's biggest titles, including HBO and Max Originals such as The Last of Us, The White Lotus, and And Just Like That…, alongside blockbuster Warner Bros. films and real-life content from Discovery, HGTV, and ID. Through Nine's advanced advertising technology, the platform's Basic With Ads tier will become a core part of Nine's broader digital video offering to advertisers.

WBD's GM of Australia and New Zealand, Michael Brooks, said: "This is the first time WBD’s premium slate of content has existed in one place in Australia.  Launching Max with an ad-supported tier creates a compelling offer for viewers and advertisers alike while partnering with Nine allows us to tap into their deep experience, strong relationships, and proven capabilities."

WBD's GM of Australia and New Zealand, Michael Brooks

Expanding Nine's digital footprint

By adding Max to its portfolio, Nine strengthens its dominance in the subscription video on demand (SVOD) and broadcast video on demand (BVOD) markets. The partnership complements Nine's existing streaming ad inventory across 9Now and Stan Sport, offering advertisers a powerful cross-platform opportunity at scale.

Max's advertising inventory will be incorporated into Nine's premium revenue strategy, driven by its "Powered" integrated sales and strategy division. The sales strategy will be supported by Nine's 'Centre of Digital Excellence', which encompasses digital solutions, data, product, and programmatic capabilities.

Nine's acting chief sales officer, Matt James, said: "The combination of Max’s amazing content and world-leading advertising products with Nine's local expertise, sales infrastructure and scale is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market and offer clients better return on investment."

Max will launch in Australia on 31 March.

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