Greg Peters de Netflix
Netflix launches its basic plan with ads in November. It kicks off in Mexico and Canada, two days later in Brazil, the US, Australia and some countries in Europe and Asia, and on the 10th in Spain. The announcement was made by Greg Peters, Chief Operating Officer of Netflix, in a press call with international media.
This cheaper plan —which in Mexico will cost $99 (US$4.95), in Brazil 18.90 reais, in the US $6.99 and in Spain €5.49— will have four to five minutes of advertising per hour (with commercials between 15 and 30 seconds) that will be displayed before and during the series and movies.
This plan will not have all the content available (due to license restrictions) and will not allow downloading programming. Netflix now has four plans: basic with ads and basic (no ads and downloads) with 720p HD resolution, while the standard plan has 1080p HD resolution and the premium 4K+HDR. In all cases the service is available from several devices and open to change or cancel the plan at any time.
“The basic plan with ads represents an excellent opportunity for advertisers: they now have the possibility to reach a diverse audience – including younger viewers, who increasingly watch less traditional television – in a higher quality environment with an optimal, high-resolution ad experience,” Peters said.
To help advertisers reach the right audience — and ensure our ads are more relevant for consumers — Netflix will offer broad targeting capabilities by country and genre (e.g. action, drama, romance, sci-fi). Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand (e.g. sex, nudity or graphic violence).
Netflix also has partnerships with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of our ads starting in Q1 2023.
For the launch of the service, Netflix worked with its partner Microsoft. Another important partner, and the most recent, is Nielsen, which from 2023 will allow advertisers to understand the reach of Netflix to different targets in the US.
“The transition from traditional television to streaming is increasingly faster; to the point that streaming has already surpassed broadcast and cable TV in the US. Now Netflix has a price and a plan for each fan. Although this is just the beginning, we are pleased with the interest shown by the public and the advertiser community, and we look forward to what’s still to come. As we learn from the experience so we can improve it, we hope to make the plan available in more countries,” Peters said.
