“With years of brand and technology transformation behind us, we’re now leveraging new capabilities to go on the offense globally: winning AI-based products, reinvented brands and a loyalty construct in One Key that offers customers one travel ecosystem for all their needs,” Jon Gieselman, president of Expedia Group, said in a statement. “As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally.”
Gieselman also noted that the company isn’t “afraid to be first” when it comes to the Netflix partnership, and the streamer’s ad product will “target relevant audiences with impressive reach.”
Bottom line
The global partnership with Expedia is a good sign for Netflix, especially considering Gieselman’s comments about reach.
Growth and scale have been priorities for buyers when it comes to the streamer’s ad-supported tier, and it’s also been top of mind for Reinhard, who took over as Netflix’s ads president in 2023.
The company recently announced that its ad tier has grown to reach 23 million monthly active users, and more formats, including pause ads, are rolling out in the coming months.
In addition to this global partnership, Netflix announced its first co-branded ad tier campaign with Geico’s Gecko and Netflix’s Leo last year.
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