Netflix says it has won deals with all the major advertising agencies during the 2024 Upfronts, where broadcasters and streamers pitch their upcoming schedules to the advertising community.
The streamer said it had achieved a 150% plus increase in upfront ad sales commitments over 2023, in-line with its expectations.
Films and series benefitting from the support include Squid Game, Wednesday, Outer Banks, Happy Gilmore 2, Ginny & Georgia, and Love is Blind as well as deals around highly anticipated live events including WWE Raw, and the Christmas Day NFL games.
For Season 3 of Bridgerton – Netflix’s sixth most popular English-language TV series of all time the streamer secured multiple international on-screen title sponsors including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton.
The new in-house ad tech platform will be tested in Canada in November and launched globally in 2025.
Marketers can now set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr.
Over the last few weeks, we’ve been executing multiple programmatic campaigns with advertisers such as Expedia, Ford, T-Mobile, Mercedes-Benz, Novartis, and American Eagle.
The programmatic private marketplace buys currently available in the United States, Canada, Brazil, and Mexico and will be extended more globally in the following months.
This September, Netflix’s ad-supported plan will be available in Barb’s Advance Campaign Hub (ACH), making it easier for UK advertisers to plan their campaigns.
