- Expedia is Netflix’s first global promoting partner to activate a multimarket campaign on the streamer’s ad-supported plan throughout 2024, based on details shared with Marketing Dive.
- The travel-booking platform will run quite a lot of ads localized for language and culture within the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan and Brazil. Expedia may even be an alpha measurement partner within the U.K. and Brazil.
- The partnership demonstrates why brands are betting on Netflix’s fledgling ad-supported tier, which provides global scale and the potential to fulfill targeted audiences where they’re consuming content as linear TV consumption declines.
Netflix and Expedia are flexing their international muscle with a campaign geared toward the greater than 23 million global monthly lively users (MAUs) of the streamer’s ad-supported tier.
“This first of its kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience much more enjoyable, while also making Netflix a global destination for our promoting partners,” said Amy Reinhard, who took over as president of promoting at Netflix in October, in an announcement.
As a part of the partnership, Netflix will begin airing localized creative in respective markets this month. The content is an element of Expedia’s “Made to Travel” brand platform and was developed by an in-house creative team. Through the deal, Expedia will run quite a lot of ads, including 15-, 30- and 60-second spots, tailored to every country.
The first execution will launch in Japan, with Netflix airing “Two Step,” a 60-second anthem spot directed by Hiro Murai (“Atlanta,” “The Bear”). The industrial includes a group of Japanese friends traveling to the U.S. to pursue their passion, line dancing.
“As global consumer habits rapidly evolve, we’re at all times in search of modern opportunities to showcase our brands and story-tell locally,” said Jon Gieselman, president of the Expedia Group, in an announcement. “Netflix’s sophisticated product allows us to focus on relevant audiences with impressive reach. We aren’t afraid to be first and I take a look at this partnership as only the start.”
Netflix’s promoting segment grew 70% quarter-over-quarter in Q4, with the ad-supported tier adding 8 million MAUs to achieve the 23 million total. Overall company revenue in the course of the period was up 12.5% year-over-year to $8.83 billion.
Read the complete article here
