Dive Brief:

• Expedia is Netflix’s first global advertising partner to activate a multimarket campaign on the streamer’s ad-supported plan throughout 2024, according to details shared with Marketing Dive.
• The travel-booking platform will run a variety of ads localized for language and culture in the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan and Brazil. Expedia will also be an alpha measurement partner in the U.K. and Brazil.
• The partnership demonstrates why brands are betting on Netflix’s fledgling ad-supported tier, which provides global scale and the potential to meet targeted audiences where they are consuming content as linear TV consumption declines.

Dive Insight:

Netflix and Expedia are flexing their international muscle with a campaign aimed at the more than 23 million global monthly active users (MAUs) of the streamer’s ad-supported tier. 

“This first of its kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners,” said Amy Reinhard, who took over as president of advertising at Netflix in October, in a statement.

As part of the partnership, Netflix will begin airing localized creative in respective markets this month. The content is part of Expedia’s “Made to Travel” brand platform and was developed by an in-house creative team. Through the deal, Expedia will run a variety of ads, including 15-, 30- and 60-second spots, tailored to each country.

The first execution will launch in Japan, with Netflix airing “Two Step,” a 60-second anthem spot directed by Hiro Murai (“Atlanta,” “The Bear”). The commercial features a group of Japanese friends traveling to the U.S. to pursue their passion, line dancing.

“As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally,” said Jon Gieselman, president of the Expedia Group, in a statement. “Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning.”

Netflix’s advertising segment grew 70% quarter-over-quarter in Q4, with the ad-supported tier adding 8 million MAUs to reach the 23 million total. Overall company revenue during the period was up 12.5% year-over-year to $8.83 billion.