SEOUL, September 18 (AJP) - Global OTT service Netflix is putting viewer attention at the center of its advertising strategy, the company said Friday.
The streaming platform is also expanding programmatic ad buying and plans to offer its ad-supported plan in 27 countries next year.
Park Young-sun, Netflix's industry lead in Korea, outlined the strategy at The Trade Desk's "Open Forum: Omnichannel in the AI Era" in Seoul on Thursday.
"In the past, reach and views were important. Now attention is becoming a meaningful metric," Park said.
Netflix said it uses viewing data such as preferred genres, viewing times and engagement patterns to help advertisers design campaigns.
Its ad formats include video, pause and interactive ads, as well as single-title sponsorships tied to specific shows or films.
The company is also expanding programmatic advertising through demand-side platforms, including The Trade Desk.
Netflix introduced its ad-supported plan in South Korea and 11 other countries in November 2022.
It plans to add 15 markets, including Austria, Belgium, Thailand and Switzerland, next year.
AJP Takeaways
- Netflix is emphasizing viewer attention as a key advertising metric.
- The company is expanding programmatic ad buying through partners including The Trade Desk.
- Its ad formats include video, pause, interactive and single-title sponsorship ads.
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