"When Netflix first launched an ad-supported tier in late 2022, buyers were concerned about the limited scale and targeting options - you know, the stuff that makes streaming worth the premium CPMs. Then Amazon showed up with a very different playbook. Its Prime Video ad rollout in 2024 made ads the default for the entire subscriber base, unless people paid more to opt out."
"But now that Netflix has grown its ad-supported subscriber base and built out its programmatic tech - including striking a recent partnership with Amazon DSP - four media buyers tell Digiday that they're impressed with the upgrades."
"On Tuesday, the restaurant reservation platform announced plans to launch OpenTable Media, which will let advertisers target audiences directly on OpenTable's website or through its email newsletters, as well as via in-restaurant marketing. The platform also provides aggregated data on diners."
Netflix's ad-supported tier, initially met with skepticism due to limited scale and targeting capabilities, is gaining traction among media buyers following significant upgrades. The platform has expanded its ad-supported subscriber base and developed programmatic technology, including a partnership with Amazon DSP. Amazon's Prime Video strategy of making ads the default for all subscribers demonstrated the value of immediate scale and real-time targeting. OpenTable launched OpenTable Media, a retail media business enabling advertisers to target audiences on its website, email newsletters, and in-restaurant experiences. The platform offers aggregated diner data and immersive ad experiences, attracting brands like Diageo and Ghirardelli seeking to connect with restaurant audiences.
#streaming-advertising #programmatic-technology #retail-media-networks #advertiser-targeting #digital-marketing
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