Dive Brief:
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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.
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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.
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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…
