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One Year Into Netflix Ads
Amy Reinhard
President, Advertising
Business
01 November 2023
GlobalUnited StatesSpainMexicoItalyGermanyFranceJapanSouth Korea (Republic of Korea)Brazil
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One year ago we launched Netflix's ad-supported plan. We have built an incredible foundation, focusing on areas advertisers told us matter most, all while delivering unmissable entertainment at an unbeatable value. As we continue to build and adapt our service, we're excited about the progress we've made and that we now reach 15 million global monthly active users.
Our goal isn't just to offer the same products and tools the industry has come to expect - although we've made a lot of progress on that front over the last year. It's to build something bigger and better than what exists today.
We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies.
In partnership with Microsoft Advertising, our teams have been hard at work to enhance our offering and create compelling opportunities for clients. In just 12 months, we:
Elevated our measurement capabilities and rolled out third-party verification with partners like Integral Ad Science and DoubleVerify globally; we enabled advertising impact with EDO Inc.; and launched Nielsen ONE measurement in the US.
Are offering additional ad products and features. After starting with :15 and :30 second ads, we can now run :10, :20, and :60 second ads globally - offering clients around the world multiple formats to leverage. We've expanded our category availability to include dating, enhanced financial services and pharma, and enabled additional targeting like mobile devices, more genres, time of day, and continued audience demos. And with the launch of Top 10, advertisers globally can target the most popular series and movies on Netflix.
Enhanced the member experience as we've upgraded the feature set of our ads plan to include 1080p versus 720p video quality, two concurrent streams, and downloads to become available by the end of this week. All members of the ad-supported plan will be able to download their favorite series and movies, making Netflix the only ad-supported streamer to offer downloads.
Looking ahead, we're excited to showcase even more new offerings and enhancements:
Starting in Q1 2024, our advertisers globally will be able to utilize our new binge ad (wt) format that taps into the viewing behavior of watching multiple episodes in a row. After watching three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, we will also launch the ability to showcase QR codes in advertising creative running on Netflix in the US.
Sponsorships are now available in the US and will expand globally in 2024, with title, moment, and live sponsorships:
We kicked off Title Sponsorships with Frito Lay's Smartfood with the recent season of the Emmy-nominated series Love is Blind and coming up, we will partner with additional sponsors for the exciting new reality series Squid Game: The Challenge, and the highly anticipated final season of The Crown.
Moment Sponsorships will feature cultural moments for advertisers to tap into like local holidays. They will become available at the end of this year in the US and will roll out globally in 2024.
On November 14, T-Mobile, Nespresso, and others will be the presenting Live Sponsors for Netflix's newest live sports event, The Netflix Cup.
We are also working diligently to bring more measurement capabilities to our advertisers globally, as we look to partner internationally with third-party providers to enable campaign verification in 2024.
All of these updates help create the best experience for our clients and members, who are beloved fans of Netflix series and movies. Coming up, we're excited for members to dive into The Crown Season 6, Squid Game: The Challenge, All the Light We Cannot See, Berlin, Rebel Moon - Part 1: A Child of Fire, Leo, and Leave the World Behind.
This is just the beginning and we can't wait to see what's next.
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