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Netflix and Expedia are teaming up to launch an ambitious campaign targeting the vast global audience of over 23 million monthly active users (MAUs) on Netflix’s ad-supported platform.
In a groundbreaking collaboration, Expedia will provide contextually relevant ad creatives tailored to each market, enhancing the viewing experience for ad-supported Netflix members worldwide. Amy Reinhard, Netflix’s President of Advertising, hailed the partnership as a significant step towards establishing Netflix as a premier global advertising destination.
Starting this month, Netflix will roll out localised creative content developed under Expedia’s “Made to Travel” brand platform. These ads, ranging from 15 to 60 seconds in length, will be meticulously crafted by Expedia’s in-house creative team to resonate with audiences across different regions.
The inaugural campaign kicks off in Japan with the debut of “Two Step,” a captivating 60-second spot directed by acclaimed filmmaker Hiro Murai. The commercial follows a group of Japanese friends embarking on a journey to the U.S. to pursue their passion for line dancing.
Jon Gieselman, President of Expedia Group, emphasised the partnership’s innovative approach to engaging global audiences and showcasing Expedia’s brands in a culturally relevant manner. “As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally,” said Jon Gieselman, president of the Expedia Group, in a statement.
“Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning,” said Jon Gieselman, president of the Expedia Group.
Netflix’s advertising segment experienced remarkable growth, expanding by 70% quarter-over-quarter in Q4. The addition of 8 million MAUs to the ad-supported tier contributed to Netflix’s impressive total of 23 million users. The company’s overall revenue also surged by 12.5% year-over-year, reaching $8.83 billion during the same period.
