Netflix Streamlines Ad Buying in EMEA with Programmatic Expansion
Netflix's recent expansion of its programmatic advertising offering into EMEA, including key markets like the UK, France, and Germany, signals a significant shift in how Irish advertisers can engage with the streaming giant. The introduction of programmatic buying, powered by partnerships with industry giants like Google's DV360 and The Trade Desk, signifies a move towards greater automation and accessibility. This is only the first step in Netflix’s expansion in of their advertising offering as they currently are working on their own first party ad technology which once released will be released in the US in April, then followed by the EMEA markets. This shift from their previous advertising offering to an expanding programmatic first option will allow more advertisers easier access to the SVOD platform as well as delivering increased control and targeting:
Enhanced Measurement and Verification: Netflix's commitment to robust measurement, through partnerships with companies like DoubleVerify and Integral Ad Science, addresses a key concern for advertisers. This is crucial for building trust and ensuring campaign effectiveness and guaranteeing the best ROI for clients.
Embraced Programmatic Flexibility: No longer limited to direct sales, advertisers can now leverage programmatic tools to target specific audiences based on genre, geography, and device, offering a more granular control over ad placement.
What this means for Irish advertisers:
The Irish advertising market is increasingly digital, and the rise of streaming platforms like Netflix is reshaping traditional TV advertising. Netflix's move into programmatic advertising creates new opportunities for brands to drive incremental AV reach on their plans.
Netflix's experience in the US and other European markets is informing its strategy, ensuring a smoother rollout across EMEA. The company's focus on building a dedicated advertising team in the region underscores its commitment to understanding and addressing the unique needs of each market. This strategic shift signals a new era for advertising on streaming platforms, whilst availability is pending in Ireland, we'll learn from the UK rollout and adapt those lessons for our market.
Sources:
‘Making us easy to buy’: Netflix expands programmatic offering in EMEA - The Media Leader
Netflix expands programmatic advertising to EMEA, eyes global growth
