Bela Bajaria Chief Content Officer at Netflix | Official website
Netflix has announced the successful conclusion of its second year of Upfront negotiations, securing deals with all major holding companies and independent agencies. The company reported a 150% increase in upfront ad sales commitments compared to 2023, aligning with their expectations. These commitments span key categories such as CPG, Tech & Entertainment, Auto, QSR, and Retail.
Partnerships were established for several upcoming films and series including "Squid Game," "Wednesday," "Outer Banks," "Happy Gilmore 2," "Ginny & Georgia," and "Love is Blind." Additionally, deals were made around live events like WWE Raw and the Christmas Day NFL games.
“Our advertising clients remain excited about our highly engaged audience and the variety and quality of our programming,” stated Netflix. For Season 3 of Bridgerton — Netflix’s sixth most popular English-language TV series — multiple international on-screen title sponsors were secured including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton.
Recently, partnerships were also formed with LVMH, COTY Gucci, Kaiku Caffee Latte, Aeromexico, Google, and Rakuten for the return of “Emily in Paris.”
In May, Netflix announced new buying options for advertisers along with enhanced insights and measurement tools. An in-house ad tech platform will be tested in Canada this November before a global launch in 2025.
Expanded buying capabilities now allow marketers to set up private marketplace deals directly through platforms like The Trade Desk, Google’s Display & Video 360 or Xandr. Netflix is working to extend these capabilities across different buy types including programmatic guarantee by November.
The introduction of Google’s Campaign Manager 360 and Innovid for impression verification extends existing relationships with DoubleVerify and Integral Ad Science into programmatic channels. These solutions will be available across all buying channels starting October.
Over recent weeks multiple programmatic campaigns have been executed with advertisers such as Expedia, Ford, T-Mobile, Mercedes-Benz, Novartis, and American Eagle. Currently available in the US, Canada Brazil Mexico these buys will expand globally soon.
New measurement partnerships are also being introduced. This September Netflix’s ad-supported plan will be included in Barb's Advance Campaign Hub (ACH), facilitating campaign planning for UK advertisers. Later this fall campaign performance measurement will extend into NielsenOne Lucid EDO Inc NCSolutions Kantar Affinity Solutions all buy types
Netflix has partnered with clean room suppliers Snowflake InfoSum LiveRamp creating secure privacy-safe environments members advertisers Clean Rooms allow advertisers determine audience overlap post-campaign reach frequency last-touch attribution secure environment Snowflake Data Clean Rooms available partners today InfoSum LiveRamp launch coming months
Recent milestones include closing another successful Upfront market building implementing expanded programmatic suite enhancing global measurement capabilities securing impactful global ad campaigns “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 films world highly valuable engaged audience” said Netflix.
