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Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach. 

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

The video ad platform’s commercial chief on TV versus TV-like environments, how to be a valuable advisor to clients and her dream Glasto line-up.

Advertisers have a golden opportunity to ride on the coat-tails of beloved shows, captivating audiences while they are light-hearted, relaxed and open to branded messaging.

Watch: David Rasmusson also discussed challenges for cross-media measurement and what the Nordics TV market looks like.

The deal covers the Masthead ad unit.

A total of 20m UK homes had access to an SVOD service in Q4 2024, a marginal dip from the previous quarter. Ad tiers for Netflix and Amazon grew slightly last quarter, and there is still room for more, according to Barb.

With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

Prototypes will be built by Kantar and RSMB alongside Sopra Steria, while return-path data from Sky boxes and CTV sets with HbbTV software will be incorporated into the new service.

CPMs in some markets are higher than in Europe, sales chief Hamid Davari said.