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Netflix Says 2024 Upfront Ad Commitments More Than Doubled
Netflix said it was able to double the volume of upfront advertising commitments it secured over those of 2023
The streamer said it had concluded the bulk of its negotiations tied to the “upfront,” the annual industry market during which U.S. media companies try to sell a large part of their commercial inventory ahead of their next cycle of programming. With some of those dynamics in the market, media buyers say Netflix has in recent months begun to focus more intently on offers that tie a product or service more closely to the content in which ads appear, tapping so-called “product placement” or “branded content.” The company recently unveiled a deal with Google that ties its “Emily in Paris” series to customized vignetted and pause ad touting Google Lens. The third season of “ Bridgerton,” for example, boasts a roster of “international on-screen title sponsors” that include L’Oreal, Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton.
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