It has been quite some time since there has been a tantalising new advertising offering in the Australian marketplace. But recent announcements indicate that digital streaming goliath, Netflix, is briefing media buyers ahead of an Australian launch.
Launching before the end of 2022, Netflix aims to sell audiences to advertisers via Microsoft’s ad team and newly acquired Xandr digital marketplace. Strict limits are being planned, with a focus on brand storytelling (not tactical advertising), including:
- Four minutes of ads per hour
- No repeat ads
- Mid rolls on series only, 15 and 30 second pre- and post rolls on everything else
- Opens to advertisers and subscribers simultaneously.
With inventory restrictions and a limit of three ads per brand to a user each day, Netflix will create an interesting new category. Especially when we consider the power that content-related targeting may offer.
And who knows – we may see this new offering launch just in time for some special Christmas brand storytelling.