Havas negotiates Netflix ad deal -Toy World Magazine

Havas Media Group has been working on making international deals with Netflix for its clients. Matt Smith, head of Activation explains further.

In a world where content can be streamed anytime and anywhere, the opportunity to reach both parents and children has proven to be an ongoing challenge for toy advertisers as the ad-free giant, led by Netflix, dominates eyeballs. Netflix is ​​available in 190 countries, with 221 million subscribers, and 760 million social media fans.

When the platform announced earlier this year that it would launch an advertiser-supported model, there was certainly a lot of interest and great appetite from brands to reach an unreachable audience that no longer listens to commercial television.

Since the announcement, Havas Media Group has been working behind the scenes to make international deals with Netflix for clients and can now confirm that Netflix will launch a new, lower-priced, ad-supported subscription model for consumers on November 1, 2022, in 12 markets including the UK.

While it’s still a mobile party, here’s what we know so far about what the new ad-funded Netflix model will look like for advertisers, and more importantly, what this means for toys:

– Netflix has chosen Microsoft as its global advertising, technology and sales partner. Its data-enabled technology platform – Xandr – will offer a simple exclusive execution platform for accessing Netflix inventory.

– The children’s profile will not contain ads and content directed at children will also have no ads (regardless of the Netflix user profile used to view the content).

– Netflix will serve four minutes of pre-roll/mid-roll ads per hour of standard content, while movies will only have pre-roll ads before the movie.

– There will be 30” and 15” formats available at launch.

– There will be a frequency cap of one ad per hour and three ads per day to ensure minimal repetition for viewers and brands.

The deal is a work in progress. With the new parameters taking effect in 2023, Havas is working closely with Netflix to ensure that toy and game advertisers are part of the conversation.

The Havas agency continues to grow and expand its services to clients across media, creatives, content, data and eCommerce.

For more details and to further discuss how this might work for their brand, readers can contact Matt Smith (head of Activation – Havas Entertainment) at matt.smith@havasgmg.com.

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