Adding ad-tier capabilities
In its earnings letter to investors, the company outlined three areas where it’s building on its measurement offering, including optionality, driving ROI and maintaining a privacy-safe environment.
Netflix already works with Nielsen One, EDO, IAS and Double Verify, and the letter noted that three new measurement providers would be coming.
These include Lucid (Cint), which will survey consumers exposed to advertising on Netflix and show a lift in upper funnel metrics such as brand awareness, ad recall, favorability, consideration, and brand attributes; Kantar, in partnership with Microsoft, to evaluate brand awareness, recall and consumer sentiment; and NCSolutions to leverage grocery and drug store shopper card data for a look at the incremental lift in sales tied to Netflix ads.
“This is an opportunity to bring all that progress in a package to advertisers,” Peters said of the upfront. “And then, of course, to get input from them.”
Advertisers can also expect updates on the company’s ad formats and capabilities, which include third-party verification, Top 10 targeting, binge ads, title sponsorships and the recently announced pause ads.
When looking at the ad tier, Peters added that there is “plenty more” to do to “realize the potential” Netflix has in the space.
“We’re growing off of a relatively small base in terms of the impact against an already big and substantial business, so even though it’s growing quite quickly, it takes a while to grow that into the point where it’s material,” Peters said. “We look forward to that increasing in ’25 and then increasing further in ’26 and beyond.”
Netflix makes its pitch to advertisers on May 15, with a Netflix Experience event also taking place on May 16.
Though this will be the company’s second upfront presentation, it will be its first in-person event. In 2023, Netflix switched to a virtual presentation amid the Hollywood strikes.
