"Our two largest brands each increased by 50% or more year over year in spend there. Multiple agency execs, speaking on condition of anonymity, said that in some cases advertisers' spending amounts on Netflix have doubled and that NAS has led some advertisers to start buying ads on Netflix."
"Investment is definitely going up, especially in Q4 and Q1. We're starting to see more investment in Netflix than we were earlier last year. As we integrate [Netflix] with our data stack, I think it naturally will just create growth."
"Unlocking measurement has unlocked confidence in [Netflix]. As they've opened up more measurement partners and they're adopting our preferred sources of truth, then we can see how they're performing relative to other partners, and have data to prove that you should increase investment there."
Netflix's transition to its in-house ad platform, Netflix Ads Suite (NAS), launched last April, has significantly boosted advertiser spending. Agency executives report that some advertisers have doubled their spending, with major brands increasing investment by 50% or more year-over-year. The platform's expanded targeting and measurement options have attracted new advertisers to Netflix and increased overall investment, particularly in Q4 and Q1. Integration with agency data stacks and access to multiple measurement partners have provided advertisers with confidence in performance tracking and comparative data against other platforms, driving continued investment growth.
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