In her first industry conference appearance, Netflix’s president of worldwide advertising has urged media buyers to give the streaming giant time as it adapts to the TV measurement and buying system. Jeremi Gorman told delegates at The Future of TV Advertising Global conference this week that the streaming giant will participate in the TV ecosystem and standards-based measurement.
She highlighted one of Netflix’s challenges was to make ads more relevant and seamless with fewer commercial breaks as she stated people did not hate ads, but they hated irrelevant ads. The ad load on Netflix’s ad tier is around four minutes per streaming hour.
She also said that Netflix was going to innovate and add 10-second, 20-second and 40-second ad formats in addition to the current 15-second and 30-second spots. Gorman revealed Netflix was using artificial intelligence to “insert ads in the right places” in shows that were not written for ad breaks, such as at the end of scenes and when the screen fades to black.
You can read the full story on what Netflix said at The Future of TV Advertising Global at our sister publication, The Media Leader, here.
