Expedia Group will launch a multi-market campaign in 2024 based on Netflix’s ad-supported plan.
Netflix has announced Expedia Group as its first global advertising partner, according to a news report from Ad Week.
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The streaming giant will launch a multi-market campaign in 2024 based on the streaming platform’s ad-supported subscription.
This partnership is intended to strengthen Expedia Group’s global expansion efforts while enhancing Netflix’s multi-country advertising offering to marketers and members.
“We are excited to work with Expedia, our first global advertising partner,” said Amy Reinhard, president of Advertising at Netflix.
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She emphasized the importance of the partnership in delivering contextually relevant ads to engaged, ad-supported members, improving the viewing experience and positioning Netflix as a global destination for advertising partners.
The news report also added that the streaming advertising partnership will launch in Japan this month, with Expedia looking to strengthen its national presence through a campaign.
The partnership expands to other markets including the US, Canada, Mexico, UK, France, Germany, Australia and Brazil.
Expedia’s global positioning, ‘Made to Travel’, will appear in a variety of ad formats including 15s, 30s and 60s, produced by their in-house creative team. The campaign, directed by Hiro Murai, focuses on Expedia’s package price tracking tools and includes localized ads tailored to language and culture.
The partnership represents a positive development for Netflix, in line with its ad-supported tier growth and scale priorities. Netflix’s advertising base has reached 23 million monthly active users, and additional formats, including pause ads, will be rolled out in the coming months.
This global partnership follows Netflix’s previous co-branded ad campaign with Geico’s Gecko and Netflix’s Leo from the previous year.
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