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