Expedia Group announced today that it has formed a global advertising partnership with Netflix, targeting the streamer's 23 million ad-supported users across numerous countries.
Additional markets covered by the partnership include the United States, Canada, Mexico, United Kingdom, France, Germany, Australia and Brazil.
"As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally," Expedia Group President Jon Gieselman stated in a news release.
"Netflix’s product allows us to reach a rapidly growing audience. We aren’t afraid to be first and I look at this partnership as just the beginning," he added.
Expedia Group will also serve as an "alpha measurement partner" in the U.K. and Brazil, collaborating with Netflix to develop and improve viewer ad experiences and measurement tools.
The partnership launches in Japan this month with a significant national campaign titled “Made to Travel,” marking Expedia's re-entry into the market.
The initial ad, "Two Step," directed by Hiro Murai, depicts a group of Japanese friends as they prepare to travel to the U.S. for a common passion: line dancing.
For Japan, the official tagline will be, "Expedia. Step out. Everyday." It will be aired as 60-second spots and will feature the travel platform’s price-tracking tools.
The campaign will be localized and adapted for various languages and cultures, a strategy that aims to resonate with viewers across diverse markets.
"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, president of advertising at Netflix.
The streaming giant's advertising segment saw significant growth in the fourth quarter of 2023, experiencing a 70% increase compared to the previous quarter, which was driven by its ad-supported tier.
Additionally, the company's overall revenue for the period increased by 12.5% year-over-year, reaching $8.83 billion.