Last year, the platform launched ad-supported plans in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the United Kingdom, and the United States.
Starting in Q1 2024, Netflix advertisers globally will be able to utilise a new binge ad (wt) format that taps into the viewing behavior of watching multiple episodes in a row.
“After watching three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, we will also launch the ability to showcase QR codes in advertising creative running on Netflix in the US,” the Netflix executive said.
The platform has launched sponsorships in the US and will expand globally in 2024 with title, moment, and live sponsorships.
“We are also working diligently to bring more measurement capabilities to our advertisers globally, as we look to partner internationally with third-party providers to enable campaign verification in 2024,” she stated.Reinhard said that Netflix and Microsoft Advertising have elevated measurement capabilities and rolled out third-party verification with partners like Integral Ad Science and DoubleVerify globally, besides enabling advertising impact with EDO and launching Nielsen ONE measurement in the US.After starting with 15 and 30-second ads, Netflix is now offering 10, 20, and 60-second ads globally.
“We’ve expanded our category availability to include dating, enhanced financial services, and pharma, and enabled additional targeting like mobile devices, more genres, time of day, and continued audience demos,” Reinhard said.
Additionally, Netflix revealed that it has improved the features of its advertising strategy, including two simultaneous streams, 1080p video quality instead of 720p, and downloads that will be available by this coming weekend.
“All members of the ad-supported plan will be able to download their favorite series and movies, making Netflix the only ad-supported streamer to offer downloads,” she stated.