Netflix has closed its upfront advertising deal-making for the 2024-25 TV season at a “150% plus increase” versus last year’s ad revenue commitments, according to Amy Reinhard, president of advertising, in a company press release.
‘Major players across key sectors’
Reinhard says results were “in line with our expectations.” The company secured deals with all major holding companies and independent agencies, attracting major players across key sectors like consumer packaged goods, tech and entertainment, auto, fast food, and retail.
Popular shows like “Squid Game,” “Wednesday,” and “Outer Banks” were among the titles featured in upfront deals, alongside anticipated live events like WWE Raw and Christmas Day NFL games.
Highly engaged audience and diverse programming
“Our advertising clients remain excited about our highly engaged audience and the variety and quality of our programming,” explained Reinhard.
Season 3 of “Bridgerton,” for example, landed multiple international sponsors, including L’Oreal, Pure Leaf, and Amazon Audible. Similarly, the upcoming return of “Emily in Paris” attracted luxury brands.
“Just last week we partnered with LVMH, COTY Gucci, Kaiku Caffee Latte, Aeromexico, L’Oreal, Google, and Rakuten for the highly anticipated return of Emily in Paris,” highlighted Reinhard.
Looking ahead, Netflix is further enhancing its ad offerings (as announced in May.) In November, the company will test its own in-house ad tech platform in Canada, aiming for a global rollout in 2025. This platform promises greater buying flexibility and deeper insights for advertisers.
Expanded buying options and enhanced measurement
Netflix is also expanding buying opportunities for advertisers, allowing them to set up private deals with the streamer through platforms like The Trade Desk, Google Display & Video 360, and Xandr. Programmatic buying options are also set to expand in the coming months.
On the measurement side, Netflix is partnering with industry leaders like NielsenOne, Kantar, and EDO Inc. to provide advertisers with comprehensive campaign performance data across all advertising formats. Additionally, partnerships with Snowflake and InfoSum will establish secure “clean room” environments, allowing advertisers to analyze campaign effectiveness without compromising user privacy.
A seamless ad experience and impactful results
Netflix’s focus is clear: create a seamless ad experience for members while delivering impactful results for brands.
“We’ll continue to improve the Netflix ads plan to ensure our members are delighted by the experience while simultaneously creating solutions that deliver results for our marketers, putting brands at the center of the best shows and films in the world, to a highly valuable and engaged audience,” Reinhard explained.
By doubling down on its ad offerings, Netflix is establishing itself as a powerful force in the advertising landscape.
