Expedia inks advertising deal with Netflix as first global ad partner

Expedia Group and its online travel agency, Expedia, has signed a global deal with Netflix to become the streaming giant's first global advertising partner. 

Expedia has activated a multi-market campaign on Netflix’s ad-supported plan throughout 2024 reinforcing the streaming giant's multi-country advertising offering to advertisers and members, now reaching more than 23 million global monthly active users. 

This month, the collaboration begins in Japan as Expedia re-establishes its position with a significant national campaign. The advertising partnership will also include the United States, Canada, Mexico, United Kingdom, France, Germany, Australia and Brazil.

Expedia’s "Made to Travel" messaging was developed by an in-house creative team for each market. Netflix will air Expedia’s localised creative in each of the respective countries, with several launching through February.

The work will be delivered on Netflix through predominantly 60-second anthemic spots, featuring Expedia’s package price tracking tools. The film was directed by award-winning director Hiro Murai and produced in-house.

Amy Reinhard, Netflix’s president of advertising, said: "This first-of-its-kind partnership will offer our engaged ad-supported members contextually relevant ads, making the viewing experience even more enjoyable while also making Netflix a global destination for our advertising partners."

Jon Gieselman, president of Expedia Group, said that the brand is always looking for innovative opportunities to showcase its brands and story-tell locally as global consumer habits rapidly evolve.

"Netflix's sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first, and I look at this partnership as just the beginning."

The global partnership between Netflix and Expedia comes after the streaming service's agreement with AGL Energy in Australia.

In January, Netflix announced a partnership deal with AGL Energy, which gives the energy company’s customers access to Netflix Standard with Ads. 

The move aims to add value for customers while improving efficiencies by offering two services in one bill. It also serves as a technique to minimise churn, with consumers less likely to cancel the subscription once it is integrated into another plan. 

See also: Netflix signals more local partnership deals as it readies to battle for market share