""People expect a lot of innovative things to come out of Netflix, given what we've done over the past 25 years in the business," Amy Reinhard, Netflix's ads president, said on Wednesday. "The thing that I'm most excited about is these interactive and modular formats, because these are the start of our personalization journey, and they add a ton of flexibility and optionality into what we're trying to do.""
"Netflix has grown its ad tier and added a slew of measurement partners, and has started testing interactive video ads in the US and Canada this month, which Reinhard said would open up "a lot of new opportunities." She took questions from reporters as Netflix released a new figure that it says better reflects the reach of its advertising tier. With ad-supported tiers becoming the biggest drivers of growth on streaming services, Netflix said it reaches 190 million monthly active viewers (MAVs) around the world."
Netflix is prioritizing interactive and modular ad formats to begin a personalization journey and to add flexibility and optionality to advertising creative. The company reports progress three years into its ad efforts, addressing scale, measurement, and innovation limitations. Netflix has expanded its ad tier, added multiple measurement partners, and begun testing interactive video ads in the U.S. and Canada to create new opportunities. Netflix defines monthly active viewers (MAVs) as members who watched at least one minute of ads in a month multiplied by the estimated average household size, and reports 190 million MAVs globally. Netflix previously measured ad viewers by profiles, which neglected communal viewing.
Read at Business Insider
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