đź“ş The "Binge" Ad

On Ad-Supported Netflix

FEATURE

Netflix’s Next Steps for Ad Business

1 year in, Netflix is expanding its advertising solutions as it looks to grow its share in the ad-supported video space.

In Q3 alone, Netflix added 9 million customers to their ad-supported plan - who will pay less in exchange for watching ads.

Netflix revealed that after customers have seen two or three episodes in a row, the company will offer another episode uninterrupted by ads if they watch a brand’s marketing message first.

This new format Netflix calls the “Binge” ad (it’s still a working title).

Advertisers will be also able to become the premier sponsor of an individual season show or season.

TOOLS

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But their tool is currently in private beta. Positional is reserving a limited number of spots for readers of The Keyword.

Here is The Keyword’s link to get started.

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TODAY’S HEADLINES

Apple is preparing to spend $1 billion per year on generative AI. A smarter version of Siri could be ready as soon as next year, but there are still concerns about the technology. ( Bloomberg)

LinkedIn plans to have 100 million users verified by 2025. This could be a better solution to combat bots and spam on the app as AI tools make it harder to detect fake profiles. (Social Media Today)

TikTok is testing 15-minute video limits. TikTok has steadily increased video length. 2 years ago the max length was 60 seconds. (Matt Navara on Threads)

Apple may start selling ads on its own podcasts, including those tied to its Apple TV shows. It is not clear if podcasts will have a dedicated sponsor for all listeners or if Apple will enable targeting. (Radio Ink)

Snapchat has introduced 3 new tools to make it easier for advertisers to collaborate with content creators. This includes a Creator Discovery API which will integrate data about the creators into the major influencer marketplace platforms. (Snap)

Interested in Sponsoring a future edition? (See details)

Written by Kole