Global video ad management platform Peach has announced support of Netflix’s highly anticipated ad-supported service, Basic with Ads.
Netflix’s new ad-supported option plan launched on Thursday at $6.99 a month in the United States. It is also being launched in eleven other countries across the globe at various price points.
The new tier has most of what is available with Netflix's current $9.99-a-month Basic plan, but will include an average of four to five minutes of commercials per hour -- 15- to 30-second ads that play before and during TV series and movies.
The company has partnered with Microsoft’s programmatic ad-buying firm Xandr to enhance sales and technology for the new plan, adding that it will reportedly be charging brand marketers up to $65 for the cost-per-thousand viewers (CPMs).
To coincide with the launch of the service, Peach has launched new destinations that enable clients to deliver ads to Netflix across multiple territories including the U.K., Australia, Germany, France, Italy, Spain, Mexico, and Brazil, with more to follow.
Peach says it provides a connected advertising workflow, enabling clients to get their ads delivered to Netflix straight from the edit suite.
“This is a pivotal moment for TV advertising,” said Doug Conely, chief product and technology officer at Peach. “We’ve seen ad spend in connected TV grow rapidly in the UK and the rest of the world, and we expect to see further acceleration of growth driven by ad-supported tiers such as Netflix.”
Conely believes that Netflix’s Basic with Ads will bring Peach’s clients new audiences in a premium environment, “creating opportunities for more addressable and premium content.”
Finally, Peach says it will continue to work with Microsoft Advertising and Xandr to further enhance workflows for clients, connecting ad content directly from the global community of producers and agencies into premium streaming channels.