Dentsu and PARETO Partner With Netflix to offer Advertising for Israeli International Marketers
Dentsu Israel and the Israeli performance-creative agency PARETO SOLUTIONS, have announced a collaboration, the Netflix Advertising Program, that will allow Israeli advertisers targeting international audiences, to advertise on Netflix and other streaming platforms in the global market.
Due to high demand in the region, the Netflix Advertising Program in Israel is only open to a limited number of advertising agencies in the world, among them is dentsu. This collaboration will offer creative Israeli minds a unique opportunity to leverage the principles of performance-based advertising and apply that to the entertainment medium.
The connected TV market is growing significantly and according to the dentsu 2023 global ad spend forecasts, it is expected to reach significant double-digit growth in 2023 at 20.2%. In addition, the research company eMarketer, forecasts this market will make up 50% of the volume of investment in television advertising.
Media buyers have spotted immense opportunity in the streaming channels and have begun to apply the principles of performance learned in digital, such as accurate measurement of the profitability of campaigns and the creation of accurate creatives that motivate action, in order to produce positive business results. Working through Connected TV allows you to enjoy both worlds: building the brand and activity focused on performance and profitability
Mirit Rabinovitch, CEO of dentsu Israel: "Netflix's entry into the world of advertising is great news for Israeli businesses with international operations, who will be able to promote their brand and address their relevant audiences, within leading series and films, and reach the world's largest streaming service. 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 Saraf, 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 internationally.
In the last two years we ran performance campaigns for TV and Connected TV around the world - and we have learned from the results how effective it is.
The gap between those who do a campaign using the traditional set-and-forget 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 the collaboration with dentsu, we connect our ability to produce creative for performance, which really brings sales, with the help of a media and data powerhouse, which is able to buy media efficiently, and in places that are blocked to us"
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.
PARETO SOLUTIONS is an aggressive performance-marketing agency, founded in 2016 by Moshe Saraf and Yaron Lev.
Pareto manages ad spend in the 100s of millions, for brands such as Miro.com, TripActions, Mixtiles, Nas Academy, Resident etc.
Notes for Editors:
In 2015, dentsu purchased the Israeli digital agency "abaGada", which was founded by Google alumni: Eyal Chen, Kobi Frankenthal and Gil Jones. The acquisition gave dentsu significant foothold in the Israeli market and the ability to provide global customers with advertising and media solutions in the local market.
The leading performance marketing capabilities developed in the company, combined with dentsu's global activities, have led to impressive growth. In recent years, dentsu Israel has expanded its circle of clients, working with leading tech companies to manage their global media activities. The company has also grown its work in the local market with leading brands such as Kraft-Heinz, Mastercard, Estee Lauder, KIA, Assuta and the Aerospace Industry.