Wednesday, November 29, 2023

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    Netflix Australia set to launch sponsorships and a variety of ad formats in 2024

    Netflix will launch sponsorships and a variety of ad formats in the local market next year as it revealed its ad-supported tier reaches “around 15 million subscribers globally”.

    Australian advertisers will be able to purchase title sponsorships for hit Netflix programs such as The Crown, as well as sponsor live programming events and ‘Moment Sponsorships’ to tap into cultural moments and local holidays. 

    The streaming giant will also roll out a ‘binge ad (wt)’ format, which rewards binge viewers with one ad-free episode if they watch three consecutive episodes. 

    Netflix will also roll out new ad formats in 2024, offering 10-, 20-, or 60-second spots, in addition to the 15- and 30-second options.

    The plans were announced by Netflix’s newly appointed president of advertising Amy Reinhard, who also flagged plans to explore third-party measurement companies.

    “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.”

    This comes a year after the streaming service launched its ad-tier subscription model in Australia.

    At $6.99 a month, ‘Basic with Ads’ will features four to five ads at 15 or 30 seconds in length for every hour of viewing and is $4 cheaper than the ‘Basic’ offering at $10.99.

    On a global conference call in October 2022, Netflix’s chief operating officer and chief product officer Greg Peters confirmed the start of a new Netflix subscriber tier.

    Peters explained: “What stays the same: A wide variety of great TV shows and movies; personalised viewing experience;  a wide range of TV and mobile devices; change or cancel your plan at any time.

    “What’s different: Video quality up to 720p/HD (now for both our Basic with Ads and Basic plans); an average of 4 to 5 minutes of ads per hour; a limited number of movies and TV shows won’t be available due to licensing restrictions, which we’re working on; no ability to download titles.

    “In short, Basic with Ads is everything people love about Netflix at a lower price, with a few ads in between. Starting in November, signing up will be easy – visit and register with your email, date of birth and gender to get started.”

    See also: Netflix launches its ad-tier subscription model in Australia

    The post Netflix Australia set to launch sponsorships and a variety of ad formats in 2024 appeared first on Mediaweek.

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