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Netflix's new Microsoft Ads supported tier

Netflix named Microsoft as the exclusive technology and sales partner to help power their first ad-supported tier earlier this year. Two of my favourite leaders in their industries are combining and together, they are providing an ad-supported model that will empower more people around the globe to access the entertainment they love.

Netflix's new plan 'Basic with Ads' will launch in November in 12 markets: Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the United Kingdom, and the United States.

'In each of these regions, we are working with top advertisers to plan for compelling, relevant, world-class content that is as entertaining as the programming itself – with no shortage of interest. Advertisers are keen to reach Netflix’s expansive audience in a premium environment. And consumers will be pleased with a high-resolution experience that averages only 4-5 minutes of advertisements per hour.' - Microsoft Ads

Basic with Ads also represents an exciting opportunity for advertisers, the chance to reach a diverse audience, including younger viewers who increasingly don’t watch linear TV, in a premium environment with a seamless, high-resolution ads experience. It will be fixed buying at launch but Netflix has indicated that this could also change to auction-based in the future.

  • Ads will be 15 or 30 seconds in length and will play before and during shows and films.

  • There will be abroad targeting capabilities by country and genre (e.g. action, drama, romance, sci-fi). Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand (e.g. sex, nudity or graphic violence).

  • The streamer has signed up for Nielsen's digital ad ratings in the US from 2023 and will eventually be part of Nielsen's rebranded measurement tool Nielsen One.

Costing £4.99 a month for the service in the UK, and $6.99 in the US they now have a price and plan for every fan. A few minutes of ads for almost half my monthly subscription? I think I'll take it!

Sources: Microsoft Ads & Netflix

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