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Worldwide: American streaming service Netflix has signed on Expedia Group as its first global advertising partner for a multi-market campaign on the former’s ad-supported tier this year.
The landmark partnership, which will reach more than 23 million global monthly active users [MAUs] on Netflix’s ad-supported plan, will jointly help Expedia Group for its worldwide expansion strategy and Netflix for its multi-country advertising offering to advertisers and members.
As part of the collaboration, Netflix will begin airing localised Expedia Group content in a number of markets this month which relates to Expedia’s ‘Made to Travel’ brand platform and was developed by an in-house creative team for each respective market. Expedia Group will run a number of adverts, ranging from 15 to 60 seconds in length, that will be tailored to each country.
The first rollout of the campaign will be in Japan later this month as Netflix prepares to air ‘Two Step’, a 60-second commercial [directed by renowned director Hiro Murai] that features a group of Japanese friends travelling to the United States to pursue their passion of line dancing. For this, Made to Travel is localised to Japanese culture as “Expedia. Step out. Everyday”.
Other markets to follow in the partnership include the United States, the UK, Canada, Mexico, France, Germany, Australia and Brazil.
Meanwhile, Expedia Group will also be an ‘alpha measurement’ partner for Netflix in the UK and Brazil, a sign of both companies’ commitment to “driving product innovation, evolution and improving viewer ad experiences and success measurement”.
Jon Gieselman, president, Expedia Group, said: “With years of brand and technology transformation behind us, we’re now leveraging new capabilities to go on the offence globally: winning AI based products, reinvented brands, and a loyalty construct in One Key [Expedia Group’s loyalty programme that launched in July] that offers customers one travel ecosystem for all their needs.
“As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s product allows us to reach a rapidly growing audience. We aren’t afraid to be first and I look at this partnership as just the beginning,” he added.
Amy Reinhard, who took over the role of president of advertising at Netflix in October, said: “We’re excited to be working with Expedia, our first global advertising partner. 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.”
Netflix’ most recent earnings report revealed that the streaming service’s advertising segment rose 70 per cent quarter-over-quarter in Q4 last year, while the company’s revenue over the same period was up 12.5 per cent year-over-year to $8.83 billion. It predominantly focuses on producing low-cost moment motion films and TV shows that appeal to its target market of young, tech-savvy users ranging from teenagers to students, working professionals and entrepreneurs.
