Netflix expands points of sale for advertising

Netflix is launching an in-house platform to give advertisers new ways to buy, new insights to leverage and new ways to measure impact.

At its second Upfront presentation, Netflix revealed that its ad-supported plan now has 40 million global monthly active users - up from 5 million a year ago.

More than 40% of all signups in markets that offer advertising currently come from the ad-supported plan.

Netflix also showcased new partners that advertisers can use to measure and verify the impact of their campaigns on Netflix, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.

Netflix will also expand its buying capabilities to include The Trade Desk, Google's Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

Netflix’s president of advertising, Amy Reinhard, said the streamer is being strategic about how it presents ads because it wants its members to have a phenomenal experience.

"We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” said Reinhard.

More than 70% of Netflix’s ad-supported members watch for more than 10 hours a month - which is 15 percentage points higher than the nearest competitor, according to Nielsen.

Netflix’s ad-supported members’ attention is the highest competitively when evaluating a three-hour span, according to TVision, and Netflix members are around twice as likely to respond to an advertisement on Netflix compared to other streaming services and linear TV, according to EDO Inc.