Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others
Digiday+ Research: Two-thirds of brands, agencies are ready to buy ads on Netflix
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
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.
More in Marketing
Marketers are using AI search concerns to argue for higher media budgets
Brands with long consideration journeys, like insurance and cars, are paying close attention to shifting search behaviors. They’re using that concern to make their case for more media dollars.
In Graphic Detail: Inside the scramble to measure a brand’s AI visibility
Marketers are catching on that AI doesn’t rank their brands, it decides whether it gets brought up at all. That shift is already reshaping how the industry works.
Electronic Arts is bundling its games to make a bigger pitch to advertisers
The gaming company is betting that giving brands access to multiple franchises in one buy will help it win bigger advertising budgets.