- Netflix has sold out of obtainable in-game inventory for its live broadcast of two NFL Christmas Day games, per details shared with Marketing Dive. FanDuel and Verizon can have special sponsorship segments, while all partners will run traditional ads throughout the games.
- The streaming platform has partnered with multiple advertisers across its 12 ad-supported countries across the upcoming season of hit show “Squid Game.” Kia will function Netflix’s first single-title sponsor in Korea in a partnership timed to the launch of its Sportage SUV.
- Netflix now has 70 million monthly lively ad-tier users globally and announced more agency partners around measurement and ad buying because it prepares to launch its in-house ad tech globally next 12 months.
Netflix marked the two-year anniversary of its ad business by announcing that it now has 70 million lively users globally for its ad-supported tier, with over half of recent sign-ups for ads plans in ad-supported countries. As users increasingly join for Netflix’s ad experience, so do major advertisers looking to succeed in viewers of the platform’s popular content.
As a part of Netflix’s broadcast of two NFL games on Christmas Day, FanDuel — the exclusive pregame sportsbook betting partner — will sponsor an in-show segment that features Netflix Christmas Gameday talent, while Verizon might be the official sponsor of a segment before kickoff. In addition, all ad partners will run traditional commercials throughout the broadcast.
The platform has also made a significant ad push across the forthcoming second season of its hit show “Squid Game,” which is about to premiere on Dec. 26. Kia in Korea collaborated with Netflix on three-part custom ad creative and can host an experiential pop-up at Kia Unplugged Ground in Seoul. The campaign, “The New Sportage,” is in support of its latest crossover SUV.
To higher meet advertiser needs around streaming measurement, Netflix announced several recent partnerships. The platform has partnered with VideoAmp within the U.S. to deliver cross-screen and live viewership measurement — starting in January with the launch of WWE on Netflix — which can leverage VideoAmp’s clean room partnership with Snowflake.
Netflix has partnered with Nielsen for live rankings of its Christmas Day games, collaborating on first-party streaming data for which the corporate recently received accreditation from the Media Rating Council. The company has also partnered with Kantar in Brazil and expanded its relationship with Barb within the U.K. around measurement.
Netflix’s ads plans are helping advertisers meet their goals, per details shared with Marketing Dive. An auto advertiser within the U.S. received more search and web visit engagement after running a Netflix campaign, with ad-supported members over 3.2x more likely to have interaction with the ad in comparison with other connected TV services and 4.5x more likely to have interaction in comparison with linear TV.
The measurement moves come as Netflix begins testing its in-house promoting technology in Canada, with plans for a world roll out in 2025. The company has enabled programmatic guaranteed buying within the U.S., Brazil, Canada and Mexico, with capabilities expanding to Europe, Australia, Japan and Korea in 2025, through partners including Lucid, Cuebiq, NCS, Affinity and more.
Netflix last month hired Nicolle Pangis as vp of promoting. Previously CEO of TV ad sales company Ampersand, the manager replaces Peter Naylor and can report back to President of Advertising Amy Reinhard.
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