U.K. marketers are keenly anticipating — and debating — all the uncharted prospects inspired by the Nov. 3 release of Netflix’s less expensive and potentially game-changing ad-tier model.
As the streaming service makes substantial changes to its infrastructure and embeds advertising into its strategy — having recently registered with U.K. ratings measurement agency Barb — these adjustments suggest a more upfront approach in how it will conduct business. But will the addition of ads threaten the streamer’s competency in an already over-saturated market? And how will the move impact its ratings?
Advertisers: Treat Netflix like the big screen
“With ad budgets impacted by inflation and the U.K. navigating challenging political and economic times, it’s a complex moment for Netflix to launch its ad product,” says David Muldoon VP, strategic advisory at MediaLink. “But advertisers’ interest is palpable.”
Netflix’s expansion into advertising promises marketable opportunities as it offers audience segmentation according to genre,...
As the streaming service makes substantial changes to its infrastructure and embeds advertising into its strategy — having recently registered with U.K. ratings measurement agency Barb — these adjustments suggest a more upfront approach in how it will conduct business. But will the addition of ads threaten the streamer’s competency in an already over-saturated market? And how will the move impact its ratings?
Advertisers: Treat Netflix like the big screen
“With ad budgets impacted by inflation and the U.K. navigating challenging political and economic times, it’s a complex moment for Netflix to launch its ad product,” says David Muldoon VP, strategic advisory at MediaLink. “But advertisers’ interest is palpable.”
Netflix’s expansion into advertising promises marketable opportunities as it offers audience segmentation according to genre,...
- 10/31/2022
- by Olivia Atkins
- Variety Film + TV
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