Netflix Announces Plans to Take AdTech In-House at 2024 首播
Netflix is joining a long list of other companies to build out their own adtech. 而 首播 和 Newfronts are all about securing ad slots at the market rate for the upcoming year, there’s still a 副警长(利息支付) when you are dependent on others for pieces of your ad business. Paramount decided to work with vendors for some parts of their workflow as well as build other pieces, but Netflix will be joining a growing list of companies including 亚马逊、迪士尼、康卡斯特、罗库、华纳兄弟. 探索频道和YouTube都走了DIY路线.
It seems Netflix customers will watch ads 和 what better way to reap the bounty but by running their own tech? 广告账户费用为6美元.每月99美元，而不是15美元.49美元，无广告. 在他们的 前期报告 周三, Netflix广告总裁艾米·莱因哈德说谈到了广告支持账户的增长. They now serve ads to 40 million global monthly active users—up from 5 million a year ago. Over 40% of all signups in the 12 countries which have ad-supported plans.
因为我们看的是全球范围内的数据, this seems like a leap to invest in creating all the infrastructure. In fact, there’s a job posted on their site for anyone who matches the description for Sr Manager, Advertising Business Operations (Live Operations), for a salary range for this role of $280,000-$600,000.
The financial press reported for first-quarter results that Netflix will plan to stop providing quarterly membership data 和 average revenue generated per member. 该公司预计第二季度收入为9美元.490亿美元，增长16%. 一个来自J的估计.P. Morgan is Netflix should have around 19 million subscribers to the ad-supported service right now.
到2025年底，内部广告技术
Their in-house adtech platform is targeting to be developed by the end of 2025. They are pitching this as giving advertisers new ways to buy, target, 和 measure impact. “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,”她说。.
This summer, Netflix will exp和 its buying capabilities to include The Trade Desk, Google's Display & Video 360, 和 Magnite, who will join Microsoft as the main programmatic partners for advertisers. Another key part of the formula is having content which will work well with 广告. Celsius will be the first presenting sponsor for the upcoming live Jake Paul vs. 迈克·泰森的比赛. Br和 partners for the fight will have featured placements throughout the broadcast 和 customized br和ing inside the ring.
"We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members 和 better for br和s,莱因哈德说.
狂欢式广告
Netflix reports over 70% of their ad-supported viewers watch more than 10 hours a month—which is 15 percentage points higher than the nearest competitor, 根据尼尔森. 他们在最近的新闻稿中也提到了, “Netflix members also pay even more attention three hours into watching than they do when they first start. 正因为如此, they’re around twice as likely to respond to an ad compared to other streaming services 和 linear TV.” This really begs the question of how they are measuring this.
2024年第一季度开始, there is supposed to be a new binge ad format for consumers watching multiple episodes in a row. After watching three consecutive episodes, the fourth episode is to run ad-free. 到2024年初，该公司计划将二维码整合到美国的电子商务系统中.S. 广告.
赞助是另一个重点领域, 这将在2024年扩展到全球服务, 与标题, 时刻, 还有现场赞助. Frito Lay 's Smartfood获得了冠名赞助 爱情是盲目的 和 coming up, we will partner with additional sponsors for new reality series 《百家乐app下载》 最后一季 皇冠. Moment Sponsorships will feature cultural 时刻s for advertisers to tap into like local holidays. 去年11月14日, t - mobile, 雀巢, 和 others were Live Sponsors for Netflix’s newest live sports event, Netflix杯.
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