Expedia and Netflix Collaborate for First-of-its-kind Global Advertising Campaign
Expedia and Netflix have collaborated on a one-of-a-kind advertising campaign. It is intended for Netflix’s global monthly active users (MAUs) on the ad-supported tier. The goal of the campaign is to seamlessly integrate contextually appropriate ads into the Netflix viewing experience, improving the platform for users and providing partners with a global advertising platform. Furthermore, through this partnership, Netflix will be able to provide marketers and members with better multi-country advertising options while also supporting Expedia Group’s efforts to expand globally.
First-of-its-kind global advertising campaign
For 2024, Expedia will be the first worldwide advertising partner of Netflix to launch a multimarket campaign on the streamer’s ad-supported plan. The collaboration serves as evidence of why companies are placing their bets on Netflix’s emerging ad-supported tier. It offers global reach and the ability to engage specific audiences where they are watching TV when linear TV usage declines. A range of advertisements tailored to language and culture in the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia, Japan, and Brazil will be displayed on the travel booking website. In the United Kingdom and Brazil, Expedia will also serve as an Alpha measurement partner.
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Tailored advertising
With campaigns targeted at the more than 23 million global monthly active users of the streamer’s ad-supported tier, Netflix and Expedia are showing their international strength. Netflix will start running localized creative in the respective markets this month as part of the partnership. The content was created by an internal creative team and is part of Expedia’s “Made to Travel” brand platform. Expedia will use the agreement to run a range of nationalized advertisements, including 15-, 30-, and 60-second spots.
The first execution will debut on Netflix in Japan with the 60-second anthem spot “Two Step.” It was directed by Hiro Murai (“Atlanta,” “The Bear”). In the commercial, a group of friends from Japan travel to the United States to follow their love of line dancing.
Netflix to remain the hub for the campaign
In each of the markets, advertisements will also be displayed on platforms other than Netflix. However, the streamer will serve as a hub for the entire campaign. Advertisers have been eager to capitalize on Netflix’s global reach, which sets it apart from other leading streaming services. Since its ad-supported tier’s launch just over a year ago, the streamer claims 23 million users worldwide have used it. U.S. ad subscribers, however, make up a very small portion of that total.
Here’s what they said
Amy Reinhard, President of Advertising at Netflix said,
This first of its kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.
Jon Gieselman, president of the Expedia Group added,
As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning.
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