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.
As Cannes winds down, some marketers say want ‘less pageantry and more substance’ from the festival
But after two-years of pandemic lockdown, pending economic recession and other societal uncertainties, marketers and advertisers at this year’s conference say the answers aren’t coming so easily.
On the French Riviera, ad tech braces for a correction
To survive, much less prosper, ad tech vendors have been redefining and expanding what they do -- while carefully sizing up competitors. But tossing out the smaller fish is easier said than done.
Why esports companies are looking beyond competition as they invest more in live events
Although esports events still center around competitive gaming, they are increasingly becoming professional events as well — rare opportunities for those who work in a largely remote industry to come together and hobnob about their work.
SponsoredFor brands, first-party data is unlocking the cookieless ecosystem
Bill Masterson, President, Publishers Clearing House A dominant factor guiding the industry has been that cookies and mobile app IDs are vanishing and will be replaced by some mixture of new and emergent identity solutions. As a result, the market is alive with new and exciting alternatives to replace the third-party browser cookie and mobile […]
Confessions of an in-house creative strategist on feeling unfulfilled, difficulty in returning to agencies as the ‘pay is less’
In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from an in-house creative strategist about their experience, why they want to go agency-side now and how pay is keeping them from doing so.
‘Onus on the quality and context’: What the new chief creative officer role means for The Brandtech Group
The BrandTech Group's new chief creative officer Mark D'Arcy outlines the scope of his role at the marketing technology and services business.