From right to left: Mirit Rabinovitch, CEO of Dentsu Israel, and Moshe Sharaf, of Nechal Pareto (Photo: Shai Hansev)
The Israeli arm of the advertising giant Dentsu and the Israeli performance-creative agency PARETO SOLUTIONS, announce a collaboration - The Netflix Advertising Program, which will allow Israeli advertisers targeting an international audience to advertise through them on Netflix.
Due to the high demand, the Netflix advertising program is open to only a limited number of advertising agencies in the world, among them the advertising giant Dentsu.
The collaboration will allow Israeli marketing and creative people to leverage the principles of performance-based advertising and apply it to the Netflix content medium.
The connected TV market (CTV/Connected TV) is growing rapidly and according to Dentsu Group's latest forecast for 2023, it is expected to reach a significant double-digit growth of over 20.2%.
In addition, the research company eMarketer predicts that this market will reach 50% of the scope of the television advertising market as a whole, by the end of 2024.
The advertisers recognized a tremendous opportunity in advertising on the streaming channels, and began to apply the performance advertising principles developed in the digital platforms, such as: accurate measurement of profitability and the creation of segmented and precise creatives that motivate action, all in order to produce effective business results.
Advertising on Connected TV allows you to enjoy both worlds: building the brand alongside activity focused on creating business and profitable results.
"Connecting the ability to produce creative"
Mirit Rabinovitch, CEO of Dentsu Israel: "Netflix's entry into the world of advertising is significant news for Israeli companies and businesses with international operations, who will be able to promote their brand and address their relevant audiences, on top of the leading series and movies, and reach the world's largest streaming stage.
Using Dentsu's measurement and analysis technologies, we will help advertisers to refine their advertising activities and create new meeting points between the brand and its target audience.
In recent weeks, we started receiving inquiries from advertisers, from a variety of categories such as e-commerce, gaming and SaaS, interested in buying advertising packages in the new media.
We are excited to officially announce the addition of advertising on Netflix to the variety of media channels we offer to our customers, through the collaboration with Pareto, which together will allow us to create unique campaigns for the worlds of Connected TV."
Moshe Sharaf, CEO and founder of PARETO: "Advertising on Netflix in particular, and on streaming channels and Connected TV in general, is a golden opportunity for those who want to break through abroad. In the last two years, we have managed performance campaigns for television and Connected TV around the world, and we have learned from the results how much Effective.
The gap between those who do a campaign using the traditional forget-and-miss method, and those who come with a deep understanding of the worlds of performance and bring methods, measurement systems and dynamic creative in a continuous improvement process - is huge.
Without the power and exclusive contracts of advertising powerhouses, with expertise in data, such as Dentsu , this market is almost completely blocked to Israeli advertisers. In cooperation with Dentsu, we combine our ability to produce creative for performance, which really brings sales, with the back of a media and data powerhouse, which is able to buy media efficiently, at good prices and in places that are blocked to us."
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