Joe Melendez’s Post

Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

Netflix is making significant strides in the advertising world. Since launching ads in 2022, it has faced challenges with scale and targeting. But recent updates show its commitment to change. Key highlights: 1. Growth: Ad-supported plan now has 40M monthly active users, up from 23M in January. 2. Proprietary Ad Tech: Netflix is launching its own ad tech platform, starting in Canada, with global rollout by end of next year. 3. New Partnerships: Teaming up with iSpot, TVision, The Trade Desk, Google’s DV360, Magnite, and more to enhance ad measurement and programmatic capabilities. 4. Live Sports: Streaming NFL Christmas Day games and WWE Raw starting in 2025. 📈 Future Direction Netflix’s saggressive strategy to control its ad tech mirrors its dominance in streaming technology. By lessening reliance on partners like Microsoft and enhancing transparency and control for agencies, Netflix aims to provide a more robust and advertiser-friendly platform. The foray into live sports could make Netflix more attractive option for advertisers. As Netflix continues to innovate and expand its ad offerings, it’s clear the platform is positioning itself to compete vigorously with traditional broadcasters and digital giants alike. #Netflix #AdTech #DigitalAdvertising #Streaming #AVOD #BVOD

Netflix grew overall revenue grew 16% to $10.2B on 302 million global subs. 📈 Their new ad business is contributing to the growth, doubling last year and expected to double again this coming year. 🛠️ It also decided to invest in it's own adtech stack they run in-house because according to co-CEO Greg Peter, having control over its own ad serving technology also allows Netflix to give advertisers “more data sources, more measurement and more incrementality reporting". Advertising is big business and most companies are still in the early "crawl" stage only beginning to plan out how to monetize this revenue stream.

Netflix is set to launch a cutting-edge advertising technology platform by the end of 2025. This move will offer advertisers advanced insights and new buying options, enhancing the ad-supported experience for its vast user base. With collaborations with top verification firms and expanded programmatic partnerships, Netflix is poised to redefine digital advertising. #Netflix #AdTech #DigitalAdvertising #2025 #Innovation #MarketingTech #AdvertisingPlatform #ProgrammaticAdvertising

With Netflix launching its own ad tech, the landscape of digital advertising is set for a seismic shift. Netflix's recent launch of its own ad tech platform marks a pivotal moment in the evolution of digital advertising, particularly within the realm of CTV advertising. With a rapidly expanding ad-supported viewership now reaching 40mn monthly active users worldwide, Netflix emerges as a formidable advertising platform offering access to a highly engaged audience. This strategic move underscores Netflix's dedication to improving the advertising experience, providing advertisers with enhanced control and transparency. Additionally, Netflix's expansion into live events and sports programming aims to further drive engagement, offering advertisers real-time connection opportunities. These initiatives solidify Netflix's position as a major player in CTV advertising, promising impactful results for advertisers. In future, Netflix opening up to more DSPs will make traditional TV broadcasters lean into programmatic quicker. Exciting times ahead! #CTVAdvertising #adTech #Programmatic

"...The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners." "...Netflix unveiled new partnerships with iSpot and TVision, which are similar to partnerships with Kantar, Cint and NCSolutions announced last month. Netflix also works with Nielsen, EDO, DoubleVerify and Integral Ad Science." "Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors." "The company will begin testing in Canada this year, with the goal of launching in the US by Q2 2025. The platform should be globally available by the end of next year. The goal is for Netflix to have as much control over its ad tech as it does over its streaming tech, Reinhard told buyers, and, in turn, to give agencies more control and transparency into what they’re buying."

Netflix's recent success with its ad-supported tier, boasting 70 million monthly users, highlights the strategic approach to user-centric growth. Here are some key takeaways to learn from Netflix's triumph: 1️⃣ Accessibility Drives Scale: Netflix's entry-level, ad-supported option shattered barriers, attracting a vast audience of budget-conscious viewers. Consider implementing tiered pricing strategies to reach new users and expand your customer base effectively. 2️⃣ Building a New Revenue Stream: Diversify revenue models like Netflix did by combining advertising with subscriptions. Explore additional monetization avenues such as ads, sponsorships, or premium features to maximize profitability per user. 3️⃣ Data-Driven Personalization: Leveraging ad-supported tiers for ad revenue requires robust user data and personalized targeting. Invest in data infrastructure to better understand users, enhance user experience, and offer value to advertisers. 4️⃣ Adopting Agility in Market Shifts: Netflix's agility in adjusting its pricing model to align with evolving customer needs showcases the importance of adaptability for startups. Stay attuned to user feedback, anticipate market changes, and pivot swiftly to stay competitive. 5️⃣ Win Users at Their Level, Then Elevate: Use lower-cost tiers as entry points, then provide pathways to premium experiences as users engage with your brand. Gradually upgrading users can boost long-term loyalty and lifetime value. Netflix's ad-tier success demonstrates that brands can attract price-sensitive users without compromising quality. Thoughtfully crafted tiers can expand reach, diversify revenue streams, and foster customer loyalty. 🚀 What other successful models have you observed in the market that blend accessibility with premium value? #Netflix #Startups #Advertising #Marketing #Subscriptions Emma W. Thorne Amy Reinhard

🎉 Big moves from Netflix! With their ad-supported plan now boasting 40 million monthly active users (up from 23 million in January!), Netflix is stepping up their game. They’re rolling out their own ad tech platform next year, starting with tests in Canada. More control, more transparency, and more awesomeness for advertisers. New partnerships with The Trade Desk, Google’s DV360, and Magnite are shaking things up even more. Plus, for all the sports fans, Netflix is also getting into the game with live NFL Christmas Day games and WWE Raw starting in 2025. Curious to see how Netflix plans to explore the ad space? Read this article to get the full scoop and see how advertisers can take advantage of this change! 📺✨ #NetflixAds #AdTech #ProgrammaticAdvertising #StreamingAds

🚀 Netflix's 2024 Upfront: Key Insights for Digital Media Strategy 🚀 With recent news of Netflix's decision to partner with major DSP's like TTD & DV360, it spells significant growth and opportunities for advertisers & brands alike. Key points include: Engagement & Reach: - 40 million monthly active users on the ad-supported plan, up from 5 million a year ago. - Over 40% of new sign-ups choose the ad-supported plan. - Leading in engagement with 32.9 billion hours watched annually and high viewer attention. Advanced Ad Tech: - Launching an in-house ad tech platform by the end of 2025 for enhanced buying options and insights. - Expanding buying capabilities to include The Trade Desk, Google's DV360, and Magnite. Accessing The Netflix Effect: - Influencing cultural trends and driving consumer behavior, from fashion to music revivals. Netflix (according to research data) is now amongst the top 3 most accessed video platforms across the majority of markets in APAC. This will no doubt open a new avenue for brands to not only deliver significant incremental reach amongst in their marketing mix, but to also drive culturally relevant impact amongst a highly engaged audience. #DigitalMedia #AdTech #Netflix #Advertising #Streaming #ContentStrategy

Netflix Poised for Big Investment in Ad Tech—Less than two years after adding ads to Netflix, the original SVOD service is ready to double-down on opportunities in advertising, striking deals with The Trade Desk, Magnite, and Google, and announcing plans to build its own ad-tech platform by the end of 2025. Netflix is confirming what we at FreeCast have been saying (and they’re in position to know well): To make money in the new media landscape will require an effective use of ad-tech. Companies will have to embrace the latest and best technologies and become adept at using them. Old “phone it in” strategies from the old days of Nielsen numbers guiding decisions will not work anymore. Netflix is preparing for that future, gearing up to compete and get every penny it can out of advertising, with Netflix’s ad-supported tier here to stay. #nextgenstreaming #freecast #nomoreappdiving #streamingwars https://lnkd.in/eCqBaBAm