NEW YORK — Netflix unveiled recent opportunities for advertisers on its platform, including single-title sponsorships and sponsorship of its first-ever live sports event, at an Advertising Week New York session on Tuesday. The streamer also announced plans to launch a binge ad format later this yr, in line with Peter Naylor, the corporate’s vice chairman of world advertising sales.
Frito-Lay’s Smartfood popcorn brand will serve because the single-title sponsor for the following season of reality hit “Love Is Blind.” The streamer may even broadcast the Netflix Cup, which pits Formula 1 drivers from its “Drive to Survive” documentary series against PGA golfers in a match play golf tournament, on Nov. 14, with T-Mobile and Nespresso as sponsors. A planned binge ad format will serve a 30- or 60-second brand spot amid a viewers’ “binge” of several episodes before playing a commercial-free episode.
“At a time when greater than 80% of our ad-supported members look ahead to two hours or more, this product will reward viewers and permit your brands to face out,” Naylor said in the course of the session.
The recent ad formats and sponsorship opportunities join an existing Top 10 ad format that puts brand media placements into the highest viewed shows on the platform. The Top 10 carousel is below the “For You” and “Keep Watching” carousels near the highest of the streamer’s interface.
“Advertisers tell me on a regular basis they wish to be culturally relevant and have the flexibility to attach with audiences,” Naylor said of Top 10 ads. “Well, if you should be culturally relevant, there is no higher place to do it then having your ads nestled inside the top shows that everyone is talking about.”
By sponsoring the Netflix Cup, brands will give you the option to succeed in each racing and golf fandoms because the streamer makes its first foray into live sports. The sponsorships shall be integrated into the published in a way that is “natural and holistic,” in line with Naylor, and won’t include traditional 15- and 30-second ads.
For Nespresso, the sponsorship is a possibility for a brand in “household penetration construct mode,” said Jessica Padula, Nespresso’s vice chairman of selling and interim vice chairman, in the course of the session. While the Nestle coffee brand is powerful in Europe, it remains to be growing within the U.S.
“That’s a captivating place to be in as a marketer to say, ‘Okay, I gotta do something big, I got to make an announcement,'” Padula said. “What higher strategy to do it than with something that is the first time and exciting and really a cultural moment that we are able to associate ourselves with in a way that just introduces people to a unique side [of the brand] than they expected.”
The announcement of recent opportunities for marketers comes a day before Netflix will report its fiscal third quarter earnings after the market closes. Membership to its ad-supported plan nearly doubled in Q2, but revenue from that a part of the business was not yet “material” to the corporate’s bottom line, per last quarter’s earnings report.
Earlier this month, Netflix’s global ad president Jeremi Gorman departed just just a little over a yr after joining the corporate and was replaced by Amy Reinhard, who previously served as vice chairman of Netflix’s studio operations.
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