{"id":47664,"date":"2023-05-18T11:00:14","date_gmt":"2023-05-18T10:00:14","guid":{"rendered":"https:\/\/videoweek.com\/?p=47664"},"modified":"2023-05-18T11:21:22","modified_gmt":"2023-05-18T10:21:22","slug":"netflix-promises-top-spots-for-advertisers-at-upfronts-debut","status":"publish","type":"post","link":"https:\/\/videoweek.com\/2023\/05\/18\/netflix-promises-top-spots-for-advertisers-at-upfronts-debut\/","title":{"rendered":"Netflix Promises Top Spots for Advertisers at Upfronts Debut, Claims 5 Million Ad Tier Members"},"content":{"rendered":"

Netflix’s ad tier now has 5 million subscribers globally, the streaming company announced at its Upfront presentation, suggesting a substantial jump from reports of 1 million US subs<\/a><\/span> in March.<\/p>\n

The company’s Upfronts debut was scuppered by the writers’ strike (not the first interruption Netflix has experienced to live events<\/a><\/span>), and like the Warner Bros. Discovery<\/a><\/span> (WBD) presentation it was moved online – though the striking writers have focused much of their anger specifically on Netflix.<\/p>\n

But the company was upbeat on advertising, highlighting the high levels of engagement on its AVOD tier. Netflix said around 25 percent of new signups are choosing the Basic with Ads tier, and 75 percent of ad-supported members are 18-49 years old. According to the company, Netflix ad tier subs have a median age of 34, and nearly 80 percent of viewing takes place on TV.<\/p>\n

“The cultural zeitgeist”<\/span><\/strong><\/p>\n

Acknowledging that the ad business “remains in its infancy”,\u00a0the streaming giant announced that advertisers will soon be able to sponsor popular Netflix series at launch, initially only in the US. They can also align campaigns with local holidays, for instance by running Valentine’s Day promotions on romance titles; and “key brand moments”, such as sustainability promos on nature documentaries.<\/p>\n

The streaming service also touted its Top 10 offering, which guarantees ad placement on its daily Top 10 titles. “Brands can become part of the cultural zeitgeist by aligning themselves with Netflix\u2019s biggest hits,” the company said.<\/span><\/p>\n

Co-CEO Ted Sarandos additionally suggested \u201ca 30-minute commercial\u201d that would play out “over several days\u201d across different shows being watched by the same user. \u201cThis isn\u2019t going to happen overnight, and maybe not even next year,\u201d he added.<\/p>\n

“Driving engagement”<\/strong><\/p>\n

Netflix also promoted its measurement partnerships with Nielsen and EDO. The launch of Nielsen ONE will allow US advertisers to use Nielsen DAR<\/span> (Digital Ad Ratings) for deduplicated audience measurement metrics on Netflix, starting in Q4.\u00a0<\/span><\/p>\n

Meanwhile the EDO metrics show that “Netflix outperforms the streaming and linear averages when it comes to driving engagement,” according to the streaming firm, with viewers four times more likely to engage with ads on Netflix than other streaming services – and\u00a0<\/span>four and a half times more likely than linear TV.<\/span><\/p>\n

Netflix ad chief Jeremi Gorman said the reach on Netflix compared with rival services is “the difference between foundational viewing and simply sampling.\u201d She also noted the introduction of third-party verification through DoubleVerify and IAS, <\/span>and said the company is building frequency caps to limit ad loads to 4-5 minutes per hour.<\/p>\n

“The eye of the beholder”<\/strong><\/p>\n

The presentation saw Netflix state its ambition to revolutionise advertising the way it previously disrupted streaming. \u201cNetflix shows and movies are generating global audiences that are many times bigger than our closest competitors,” said Netflix co-CEO Ted Sarandos.<\/span><\/p>\n

Co-CEO Greg Peters reiterated the popularity of the streaming service over its rivals, including a dig at WBD’s “The one to watch” tagline for its upcoming SVOD service Max. \u201cTo be the one to watch, you need everyone watching,” said Peters.<\/span><\/p>\n

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But Netflix is not the streaming powerhouse it once was, and recently pushed back its password sharing crackdown<\/a><\/span> in the US over fears of subscriber churn. The company is also reportedly reducing spending<\/a><\/span> by $300 million this year, as demand for Netflix’s original content slides, according to Parrot Analytics data.<\/p>\n

That said, Netflix is shifting its focus to maximising revenues from its subscriber base, and said on last month’s earnings call that ARPU was actually higher on the cheaper ad tier than its basic ad-free plan. And the company remains invested in quality content – though the commitment came with a caveat from content chief Bela Bajaria: “To super-serve our members we have to focus on quality, with the understanding that quality, like beauty, is in the eye of the beholder.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

Follow VideoWeek on Twitter<\/a> and LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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