Nativex partners Netflix to expand premium streaming advertising access
Nativex partners Netflix to give advertisers access to premium ad-supported streaming inventory and advanced targeting across global markets.
Nativex has announced a strategic partnership with Netflix that will allow advertisers to access and activate campaigns on Netflix’s rapidly growing ad-supported streaming service. The collaboration is designed to help brands reach highly engaged audiences globally through Netflix’s premium advertising inventory, supported by Nativex’s planning, creative, activation and optimisation capabilities.
The partnership reflects a broader shift in how advertisers approach video and brand storytelling, as streaming continues to replace traditional broadcast television as the primary viewing environment for many audiences. By integrating Netflix Ads into its offering, Nativex aims to give marketers a new channel for delivering high-impact campaigns within a controlled, content-led environment.
Under the agreement, Nativex will support brands across the full campaign lifecycle on Netflix Ads. This includes strategic planning, media activation and ongoing optimisation, with access to a range of formats such as pre-roll and mid-roll video placements, Pause Ads, QR-enabled creative executions and single-title sponsorships. These sponsorships can be aligned with some of Netflix’s most popular series, films and live events, allowing brands to associate directly with premium content that attracts large and attentive audiences.
Leveraging premium inventory and full-funnel strategy
The partnership brings together Netflix’s premium streaming environment and Nativex’s performance-driven approach to digital advertising. According to the companies, this combination enables marketers to design full-funnel campaigns that balance brand storytelling with measurable outcomes, including awareness, consideration and conversion.
Netflix’s ad-supported plan currently reaches more than 190 million monthly active viewers across priority markets worldwide. The service is positioned around a lighter advertising load compared with many traditional TV and digital video platforms, with hand-curated ad breaks intended to reduce viewer fatigue and maintain attention. Netflix also offers content-driven targeting options that allow advertisers to align campaigns with viewing behaviour and context.
Research conducted by Netflix Ads indicates that campaigns on the platform deliver higher levels of active attention and stronger brand recall when compared with many other digital and television channels. These characteristics make Netflix Ads an attractive option for advertisers seeking incremental reach, particularly among audiences that have moved away from linear TV but remain highly engaged with long-form video content.
By integrating these capabilities into its offering, Nativex is positioning Netflix Ads as a core component of modern media strategies. The company believes the platform can play a complementary role alongside existing digital and television investments, rather than acting as a direct replacement.
“Streaming has become the new prime time for our clients, and Netflix sits right at the centre of that shift,” said Cheryl Huang, Partner at Nativex. “By partnering with Netflix, we can help brands tell richer stories in a premium environment, while using Nativex’s data, creative and optimisation capabilities to turn that attention into tangible business results. This is a major step forward in our mission to connect advertisers with audiences who are truly immersed in great content.”
Expanding reach and creative experimentation for advertisers
A key focus of the partnership is helping brands reach audiences that are increasingly difficult to access through traditional broadcast channels. As more viewers migrate to streaming platforms, advertisers face growing challenges in maintaining reach and frequency using linear TV alone. Netflix’s ad-supported plan offers a way to reconnect with these viewers within a familiar and trusted content environment.
Nativex clients will also gain access to Netflix’s first-party data and content-based targeting capabilities. These include targeting by genre, Top 10 titles, device type and viewing context, enabling advertisers to reach viewers at moments that are more relevant to the message being delivered. This approach is designed to improve relevance and reduce wasted impressions, while maintaining user privacy.
The partnership also places emphasis on creative innovation. Advertisers will be encouraged to experiment with newer formats such as Pause Ads and QR-enabled executions, which are intended to create more interactive and potentially shoppable experiences. These formats are designed to engage viewers at natural pauses in content consumption, when attention levels remain high.
Nativex plans to roll out Netflix Ads solutions immediately to advertisers across Asia-Pacific, North America, Europe, Japan, South Korea, Brazil and Australia. Joint teams from Nativex and Netflix will work closely with brands and agencies to develop test-and-learn programmes, establish creative and measurement best practices, and scale successful campaign models over time.
The companies say this collaborative approach is intended to help advertisers understand how Netflix Ads can fit into broader media strategies, while refining creative and performance benchmarks as the platform continues to evolve.
