Since Netflix’s ad tier launch last year, its leadership has repeatedly drilled its “crawl, walk, run” approach to ad capabilities—that the streamer was perfecting the basics before moving on to more creative marketing possibilities. Now, Netflix has taken its first steps toward becoming the advertising platform marketers have been craving.
The streamer recently partnered with Geico to create co-branded marketing for the release of its animated film “Leo.” The lead spot is the first time Netflix has partnered with a brand to create custom content for its own ad tier, and puts the Geico gecko on the set of “Leo” opposite the film’s own lead lizard. Longtime Geico agency of record The Martin Agency led the campaign.