Netflix, Pushing Into AVOD Fray, Plans New Ad Formats, ‘Crown’ Sponsorship Deals
variety.comBrian Steinberg Senior TV Editor Netflix is ready to use “The Crown,” “Squid Game” and other signature series to take ad dollars from rival streamers.
The company says it will start to offer so-called “title sponsorships” to advertisers ready to align with the new reality series “Squid Game: The Challenge” and the final season of “The Crown” as part of its bid to accelerate the utility of its ad-supported tier. “We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies,” says Amy Reinhard, newly installed as president of advertising at Netflix, in a prepared statement.
Netflix is making a new bid to lure Madison Avenue to its offerings even as many ad buyers say the company has yet to generate the scale necessary to win over their clients’ ad dollars.
To be sure, Netflix says its ad-supported tier has won over 15 million monthly active users across the globe. In an October letter to shareholders, Netflix said advertising-tier subscriptions accounted for approximately 30% of all new sign-ups in the 12 counties that supported that platform.
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