Digiday+ Research: Two-thirds of brands, agencies are ready to buy ads on Netflix
Ads are coming to Netflix, and they are coming soon. The fourth quarter, when the streaming giant’s advertising offering is set to debut, will be here before we know it. Few details are known as of yet, but that hasn’t stopped anticipation from mounting or executives from asking questions about what exactly a Netflix with ads will look like.
It is clear that interest in Netflix as an ad vehicle is only increasing. Digiday research found that, as of April, two-thirds of brand and agency professionals surveyed said they would buy ads on Netflix if they were offered. To be exact, out of 128 agency and brand professionals, 37% said they definitely would buy Netflix ads and 29% said they probably would.
It is safe to assume that these percentages will continue to rise as an ad-enabled Netflix gets closer to becoming a reality. By the time the fourth quarter rolls around, it is likely agencies and brands will be clamoring for a piece of the Netflix ad pie. How the pie will be served and distributed remains to be seen. But there are many who will be eager to find out, and start writing checks, when the time comes.
‘I hate advertising in games’: Q&A with Epic Games’ Tim Sweeney and Saxx Persson on the future of Fortnite, Unreal Engine
Marketers be warned. Don’t mention in-game advertising to Epic Games boss Tim Sweeney. He does not care for it, and has no plans to move into the ads business.
Of all the concerns marketers may (or may not) have about TikTok right now, the pixel isn’t one of them
Marketers have a lot on their minds when it comes to TikTok these days, from the geopolitical tensions over the app’s supposed ties to the Chinese government to whether they should be funding some of the content on it.
With podcast advertising maturing, more mainstream brands want in on growth
Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
Marketing Briefing: Coca-Cola and other major marketers enter ‘test and learn’ phase with generative AI
Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet.
As its future hangs in the balance, TikTok tries to keep advertisers on its side
The whole idea that TikTok is really spyware is nothing more than a myth, according to the app. And it wants marketers to know it.