Latest news with #Reinhard
Martechvibe
21-05-2025
- Business
- Martechvibe
Netflix is Testing AI-Integrated Ads that Blend Seamlessly with Streaming
Netflix's Ads Suite will use generative AI to create modular ad formats that seamlessly integrate advertisements within show environments, delivering a more immersive and relevant viewer experience. At their 2025 Upfront presentation, Netflix announced a significant update to their advertising model—AI-integrated advertising. It is positioning the streaming service as a major player in digital advertising, moving beyond traditional entertainment to provide intelligent, immersive, and non-disruptive ad experiences. It plans to use this for its 940 Million global audience. AI That Blends Ads Seamlessly Into Stories Netflix is taking a fresh approach to advertising with its AI-driven Ads Suite . Instead of interrupting your show with those jarring ad breaks, the system places ads naturally—either during a quiet moment or woven directly into the show itself. Imagine you're watching Stranger Things , and you pause the show. Rather than a random ad popping up, you see something that feels like it belongs in Hawkins—a brand message styled to match the tone and setting of the series. It doesn't break your immersion; it actually enhances the experience, giving you a relevant, low-key ad that feels like it was made for the moment. Netflix is experimenting with this kind of seamless integration, testing how ads can be placed within the environment of the show, so they don't interrupt your binge session, but instead feel like a natural part of the story. ALSO READ: Understanding and Influencing Customer Behaviour Using Customer Dat 'Our ability to marry art and science, combining best-in-class technology with the shows and movies that everyone is talking about and watching,' said Amy Reinhard, Netflix's President of Advertising. 'So while many companies are either/or — either they have great technology or great entertainment — our superpower has always been that we have both. And because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else.' 'By controlling our own ad tech through the Netflix Ads Suite, we'll deliver newer tools, better measurement, and more creative formats. The Ads Suite is designed to help advertisers tap into the magic that makes Netflix Netflix. And it does that in a few big ways,' Reinhard added. Creative + Tech = Netflix's Advertising Superpower Netflix isn't just offering ad space—it's offering creative firepower. Marian Lee, the company's Chief Marketing Officer, underscored this in her Upfront remarks, pointing to a collaborative model that puts advertisers on equal footing with Netflix's in-house teams. 'We're both a buyer and a seller,' Lee said. 'We're always looking for creative ways to build our brand and connect with fans. And when you partner with us, you will get the same treatment. The creative teams that work on our campaigns and drive conversation are the same ones that will work with your brands, too.' This marks a fundamental shift in how media platforms approach brand partnerships. Instead of handing advertisers a blank canvas and walking away, Netflix is embedding them into its creative ecosystem. Advertisers get access to the same storytellers, strategists, and cultural thinkers behind Netflix's most viral marketing campaigns—from billboards that spark memes to social activations that turn shows into global moments. What Makes The Ads Suite a Game Changer? Netflix's Ads Suite isn't just another digital ad product—it's an entire ecosystem built for relevance, precision, and creativity. Here's how it's changing the game: Enhanced Data Capabilities: Advertisers can use their own data through LiveRamp or connect directly with Netflix. Partners like Experian and Acxiom can also access data safely via a secure clean room to plan, activate, and measure campaigns while protecting user privacy. More Buying Options: With Ads Suite, advertisers can choose how they want to buy—whether programmatically or through other methods—giving them more control over their ad strategy. Expanded Measurement: Netflix is developing new first-party measurement tools within the Ads Suite, starting with brand lift studies that connect viewing behaviour to consumer brand perceptions. Innovative Creative Formats: Using generative AI, Netflix's Ads Suite will create modular ad formats that blend ads seamlessly with show environments. Interactive midroll and pause ads with overlays, calls to action, and second-screen buttons will roll out globally by 2026. The Big Picture: What This Means for the Ad Industry As the traditional boundaries between content and commerce blur, Netflix's model presents a compelling blueprint for the industry. More than a monetisation strategy, Netflix has manifested a vision for how advertising can evolve from disruption to enhancement — from annoyance to alignment. It also raises a fundamental challenge for advertisers: are your stories compelling enough to belong inside the world's favourite shows? For Netflix, the answer is yes — and it's betting advertisers will want in. The in-house ad technology platform currently active in the US and Canada is also set to expand to the EMEA region. ALSO READ: Netflix Likely to Restrict Password Sharing The Martechvibe team works with a staff of in-house writers and industry experts. View More Ads SuiteAI Advertisingdigital advertisingNetflixStreaming Ads Locala's omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers plan, activate, and measure campaigns that are personalised to the local consumer. 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VISIT WEBSITE Magnite is an independent sell-side advertising technology provider, enabling publishers to monetise their content across all screens and formats. It offers Magnite Streaming, a singular supply-side platform that merges technology from the Magnite CTV and SpotX platforms. Utilising this functionality, marketers can identify their potential audiences to restructure their targeting strategies. VISIT WEBSITE IBM offers a comprehensive suite of Watson Advertising to agencies and marketers. With Watson Advertising's AI-powered assistant, advertisers can customise their advertisements, based on real-time ad results. It also supports functionalities of cookieless advertising, ad fraud management and brand safety measurements. VISIT WEBSITE Google features a comprehensive list of AI-powered Ad tools under its Google Ads offering. Some of its popular tools include Keywords Planner, Ads Editor, Reach Planner, Ads Mobile App, Insights Finder, Ads API, and Recommendations Page. 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It offers a measurement suite, giving app marketers full visibility into their customer journeys while preserving their privacy. Utilising its AI-powered Creative Optimisation platform, marketers can formulate their creative strategy. VISIT WEBSITE Adtriba is a cross-channel digital marketing management platform based on data-driven attribution modelling. Its solutions include Adtriba Triangulation, enabling advertisers to witness the integration of diverse measurement methods, such as Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA) and Incrementality Testing. VISIT WEBSITE Adobe Experience Cloud offers connected advertising solutions with its natively integrated Adobe Advertising platform. Its consultancy-based reporting options come with AI-powered optimisation features, helping advertisers analyse their ad performance via 200+ measurement metrics. 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Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities. VISIT WEBSITE SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI. VISIT WEBSITE Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes. VISIT WEBSITE Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. 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VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
Time of India
16-05-2025
- Business
- Time of India
Netflix to introduce AI-generated ads appearing within shows and movies; here's what the company said
Representative Image Netflix has announced it will roll out AI-generated advertising, including pause ads, on its ad-supported tier by 2026. The company is developing a new type of ad that uses AI to integrate advertiser products with Netflix shows and movies. During Netflix's third Upfront event, the company demonstrated an example by showing how a product image will be placed over a background inspired by Stranger Things. For users on Netflix's ad-supported plan, this means seeing ads that blend with the content they're watching. The US-based streaming giant also noted that advertisers can insert these new ad formats in the middle of viewing or display them when users pause. These ads could include an overlay or a call to action when they are introduced by the end of this year. What Netflix said about the AI-generated ads At the event, Amy Reinhard, Netflix's President of Advertising, noted that the ad-supported plan now has more than 94 million global monthly active users and is used by more 18-34-year-olds than any other US broadcast or cable network. She also noted that ad members in the US are highly engaged, spending an average of 41 hours per month on Netflix. In a blog post, while talking about the AI-generated ads , the company wrote: 'Netflix debuted a new modular framework for ad formats that leverages generative AI to instantly marry advertisers' ads with the worlds of our shows. This will create a better, more relevant experience for our members and drive the best results. Reinhard unveiled the first capability with interactive midroll and pause formats that build custom advertising creative with added overlays, call to action, second screen buttons, and more to serve the right ad to the right member at the right time. These formats will be available by 2026 in all ad-supported countries.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Click Here - This Might Save You From Losing Money Expertinspector Click Here Undo 'I hope it's this: the foundation of our ads business is in place. And going forward, the pace of progress is going to be even faster. Plus, we already have the most important thing: the most engaged audience anywhere,' Reinhard noted. Meanwhile, the company did not specify the targeting methods for these ads, such as watch history or the content being viewed at the time. Also, details about the backend operation and presentation of these ads are currently unknown. However, Netflix has confirmed that these AI-generated advertisements are coming to the platform. AI Masterclass for Students. Upskill Young Ones Today!– Join Now
NDTV
16-05-2025
- Business
- NDTV
Netflix To Push AI Ads From 2026, Users Say, "Is This A Black Mirror Episode?"
Netflix will start to show generative artificial intelligence (AI) ads to viewers starting in 2026, the streaming giant announced on Thursday (May 15), during its annual Upfront event. Informing the advertisers, Netflix announced it had created interactive mid-roll ads and pause ads that incorporate generative AI, claiming it would create a "relevant" viewing experience for the customers. The AI-generated ads will have added overlays, call to action, second screen buttons, and more to serve the "right ad to the right member at the right time". "Netflix debuted a new modular framework for ad formats that leverages generative AI to instantly marry advertisers' ads with the worlds of our shows. This will create a better, more relevant experience for our members and drive the best results," the company said. The streaming company launched its ad subscription service in November 2022, having ended last year with 301 million subscribers. Amy Reinhard, president of advertising at Netflix said ad-supported subscribers spent almost 41 hours a month on the platform. 'When you compare us to our competitors, attention starts higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves,' Ms Reinhard said. 'So if you take away anything from today, I hope it's this: the foundation of our ads business is in place. And going forward, the pace of progress is going to be even faster,' she added. Social media reacts The majority of social media users reacted angrily to the news, stating that the streaming platforms were taking the users for granted. "Are they testing new black mirror episode ideas on us now?" said one user, while another added: "They already raised their prices. Now they want MORE revenue by using AI ads? Go away, Netflix." A third commented: "At this point, they are nudging us to go alternative routes of streaming." Meta to change AI industry? Netflix is not the only company aiming to increase revenues via AI advertising. Earlier this month, Meta CEO Mark Zuckerberg stated that his company was looking to take over the entire advertising process, right from designing creatives to writing copies to pushing them to the right audience demographic. "We're going to get to a point where you're a business, you come to us, you tell us what your objective is, you connect to your bank account, you don't need any creative, you don't need any targeting demographic, you don't need any measurement, except to be able to read the results that we spit out. I think that's going to be huge, I think it is a redefinition of the category of advertising," said Mr Zuckerberg. Meta has been investing heavily in AI advertising products to ace the market. In the last quarter, the company implemented a new recommendation model for reels that has increased conversion rates by five per cent. Additionally, over 30 per cent of Meta customers are now using AI tools to develop creatives.
Yahoo
15-05-2025
- Business
- Yahoo
Netflix hones pitch to brands with richer data, personalization tools
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. NEW YORK — Netflix for years has referenced a 'crawl, walk, run' roadmap for building out its advertising business, setting expectations that a full-fledged offering wouldn't arise overnight. At its upfront pitch to brands and agencies Wednesday (May 14) — hosted a year after the streamer shifted to in-housing its ad tech — executives ditched the familiar analogy for a different one: Netflix is a race car pulling out of the pit lane and stepping on the gas. 'If you take anything away from today, I hope it's this: The foundation of our ads business is in place, and going forward, the pace of progress is going to be even faster,' said Amy Reinhard, who was appointed Netflix's president of advertising 18 months ago. New perks coming to Netflix's ad suite include third-party data pacts with Experian and Acxiom, Reinhard shared, broadening an extensive partner network. In addition, Netflix is developing its own clean room strategy to aid advertisers in areas like activation and measurement while preserving user privacy. Netflix is also working on more ways to conduct programmatic buying and expanding its first-party measurement tools, including through a brand lift capability solution. During a prerecorded video featuring Lily Collins, in character as PR maven Emily Cooper, from 'Emily in Paris,' the actor noted that Netflix advertisers can now target consumers based on 100 interests spanning more than 17 categories, including life stages. 'The ad suite also has lots of new ways to use data,' said Collins-as-Cooper. 'For example, if you already know who your customers are, you can BYOD — bring your own data — either through partners or directly through Netflix.' Netflix is also experimenting with more diverse ad formats, with a focus on personalization for viewers and a 'modular framework' that allows for greater brand customization. Generative AI will be used to match ads to content the user is watching, swapping in different imagery, such as elements from 'Squid Game,' into the background against which the commercial plays. Interactive mid-roll and pause ads that are in development will include overlays, calls to action and second-screen buttons, such as QR codes that can be scanned to make a purchase or learn more about a product, though they won't be widely available for months. 'We'll be able to test, iterate and innovate on dozens of formats by 2026,' said Reinhard. 'It's all about finding the perfect combination of beautiful creative and powerful technology to drive the best results for you.' Netflix's crack into advertising, an idea it long resisted, has not always been a smooth ride, but the upfront presentation underscored how quickly the business has been able to scale. Its proprietary ad tech is live in the U.S. in Canada and will be available in all 12 countries with ad-supported plans by June, including the U.K., South Korea, Germany and France. On the audience front, more than 94 million global monthly active users currently subscribe to Netflix ad-supported plans, more than double compared to the year-ago period. 'In the U.S., you'll reach more 18- to 34-year-olds than any broadcast or cable network,' said Reinhard, playing to advertisers in the crowd interested in reaching Gen Z. Netflix did not hone its pitch around Gen Z, however, instead highlighting a diverse array of shows and movies. Celebrity appearances at the upfront included Jude Law and Jason Bateman promoting a gritty new crime thriller; a trio of young stars from 'Stranger Things;' the full cast of breakout romcom 'Nobody Wants This'; the leads of the new Tyler Perry movie, 'Straw'; and finally NFL commissioner Roger Goodell and Dallas Cowboys owner Jerry Jones (followed by a close-out performance from the football team's cheerleading squad). 'We never take a one-size-fits-all approach to marketing or entertainment because every title and every audience requires something totally different,' said Netflix CMO Marian Lee. Typical to the upfronts, the roadshow also looked back at what's already delivering results. Netflix outlined an effort for Domino's Pizza last year tailored to 'Squid Game,' with ads dropping characters from the dystopian thriller into the chain's existing 'Emergency Pizza' campaign. Brand awareness, favorability and purchase intent all 'meaningfully increased' among viewers of the custom ads, according to Lee. 'When you bring us a business challenge, we will help you find a creative, attention-grabbing way to solve it,' said Lee. Recommended Reading Netflix's next phase of advertising growth hinges on in-house ad tech Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Insider
08-05-2025
- Business
- Business Insider
Scalera has built an AI assistant for construction admin. Here's the pitch deck the startup used to secure $6.5 million.
A Swiss startup has raised $6.5 million for its AI tool that automates supply chain admin in the construction industry. a spinout from Zurich-based university ETH, has built a platform that acts as an AI assistant to handle construction companies' procurement and tenders. That includes buying the materials and supplies for construction projects, evaluating their quality, and hiring contractors to carry out the work. "We work with the tender documents, and automatically identify and find the right suppliers and subcontractors," said Leonardo Reinhard, CEO and cofounder. "This goes for both the construction contractors and the supply side." Scalera says it automates everything from the extraction and assignment of material packages to coordinating quote requests and automating proposals for subcontractors. Reinhard said he found construction companies to be inefficient in the way they carried out the tender process. "We saw construction companies carry out thousands of tenders, which takes a lot of time and manual labour," he said. "The people in the construction process have to be skilled, know the products and the suppliers. It's repetitive work, and many people do it with pen and paper. It's crazy how much time they have to spend on that process." The startup uses a value-based pricing model that identifies how much time companies can save by using Scalera's software, then takes a cut of that figure. Scalera works with both construction companies and the supplier side. Its clients include the manufacturing company Butti and the construction company Marti Tunnel AG. The startup's seed round was led by UK-based VC firm Firstminute and European VC fund Speedinvest, with participation from strategic angels from Google, unicorn startups, and the construction world. With the cash injection, Scalera plans to grow its headcount, with a focus on its engineering team. Check out the pitch deck it used to raise the fresh funds.
