Netflix To Host First US Upfront Week Event
The streaming giant is set to host its first ever upfront event for advertisers on May 17th at New York’s Paris Theater.
Netflix told US publication Adweek that it is looking to put its own spin on the annual advertising showcase, hosting an intimate gathering with advertising partners.
The event will start with a presentation at 5 pm followed by a reception.
According to Adweek, Netflix will be taking over Paramount’s vacated upfront week slot on Wednesday afternoon.
Paramount reportedly announced it would skip its 2023 upfront week appearance in favour of high-impact, intimate gatherings with agency partners.
In making the move, Netflix becomes the first new company to join upfront week since Youtube joined in 2022. There had been speculation that Netflix would join the week since it announced plans to introduce paid ads to the platform last year.
The streamer has operated the Paris Theater since 2019.
NBCUniversal will kick off upfront week with its presentation on Monday, May 15, at Radio City Music Hall.
Ad sales chief Jeremi Gorman recently told Adweek that the streamer would be in the ad business for “decades to come.”
Speaking as part of Adweek’s Outlook 2023 issue, Gorman said her top priority for the new year was laying the foundation for a “forever business.”
“It’s tempting to move immediately to replicate existing models in the space. But we have the opportunity to build something different, more engaging and more creative for our advertisers and our members, which will take time,” Gorman said. “Maintaining that patience to build for the future is of paramount importance.”
Netflix has not responded to B&T‘s request for comment about whether it’ll be joining the Australian upfront round.
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