More than 94 million people use Netflix every month worldwide, according to Amy Reinhard, President of Advertising at Netflix. More people aged 18 to 34 were included in this than in any other U.S. broadcast or cable network, according to Ms. Reinhard, who was speaking at its third Upfront event.
BrandSpur entertainment and lifestyle news desk reports that, on average, American ad tier Netflix users spend 41 hours a month on the service.
Ms. Reinhard had this to say: “When you compare us to our competitors, attention starts much higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and the movies themselves.”
Netflix’s internal advertising platform, the Netflix Ads Suite, is currently operational in the US and Canada. It will launch in EMEA next week and be accessible in all 12 ad-supported nations by June.
Continuing, she stated: “By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats. The Netflix Ads Suite is also designed to help you tap into the magic that makes Netflix Netflix, and it does that in a few big ways.”
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One of the services offered by the Netflix Ads Suite is the opportunity for advertisers to integrate their first-party data, either directly with Netflix or through LiveRamp, so that clients may match data sets for targeting capabilities and behavioural insights against the audience for Netflix’s ads. Using generative AI, Netflix also unveiled a new modular architecture for ad formats that quickly combines the worlds of its episodes with advertisements.
However, to show the right ad to the right member at the right moment, Reinhard first demonstrated the usage of interactive midroll and pause formats that create personalised advertising creative with additional overlays, call to action, second screen buttons, and more. By 2026, the formats will be accessible in every nation that accepts advertisements.
