• by Wayne Friedman , February 6, 2024

Netflix has announced that Expedia Group will be its first global advertising partner.

The travel brand will start up a worldwide campaign on Netflix's ad-supported plan for the entire 2024 year -- a multi-country advertising effort to reach more than 23 million global monthly active users.

Financial terms were not disclosed.

The activation will start in Japan this month then move to markets including the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia and Brazil. 

The companies say Expedia Group will be “alpha measurement partners” in the United Kingdom and Brazil, where it will seek product innovation and new viewer ad experiences.

Netflix will air Expedia's localized creative in countries starting this month through February.

One activation in Japan --- “Two Step” -- tells the story of a group of friends traveling to the USA for their passion -- line dancing -- mostly through 60-second spots.

Amy Reinhard, president of advertising at Netflix, said in a release: “This first-of-its-kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable.”

Last month, Reinhard said Netflix's ad-supported subscription plan now has about 23 million monthly active users (MAUs) globally -- up from 15 million reported by the streamer in November.

New Street Research estimates global ad revenue for Netflix will climb to $2.1 billion in 2024. Netflix is estimated to have totaled $509 million in ad revenue in 2023.