Netflix Launches Banner Advertising On Its Web Site With Exclusive Campaign For Sony Pictures' 'Monster House'
Netflix, Inc. (NASDAQ: NFLX), the world's largest online movie rental service, today inaugurated banner advertising on its Web site with a multi-execution campaign by Sony Pictures Entertainment to promote its upcoming animated feature "Monster House." Sony will be the exclusive advertiser on Netflix.com for three days beginning today. The campaign kicks off the studio's online advertising for the highly-anticipated film, which is executive produced by Steven Spielberg and Robert Zymeckis and opens in theaters July 21st.
Sony created a series of unique, animated "Monster House" banners to rotate throughout the Netflix Web site. Each banner features a different character and message. "Netflix is a great way to reach avid moviegoers, and for 'Monster House' it makes sense because more than a third of Netflix households have kids," said Dwight Caines, executive vice president of worldwide digital marketing strategy for Columbia Tristar Marketing Group, a division of Sony Pictures.
"Launching banner advertising is the next logical step in the evolution and expansion of our advertising program," said Peggy Fry, vice president of advertising sales for Netflix. "We're pleased to have such a strong partner as Sony for this launch and excited to feature the truly engaging creative they've developed for 'Monster House.'"
Netflix is selling banner ad space across its Web site, which is heavily trafficked by the company's 4.9 million subscribers. It is consistently rated among the five most visited sites in the movie and home entertainment category by Nielsen/NetRatings and was recently named for the third straight time the number one Web site for customer satisfaction in an independent poll conducted by ForeSee Results and FGI Research.
This is the second breakthrough advertising partnership between Netflix and Sony. Last November, the studio was the first to advertise inside Netflix's trademark red envelopes with a striking print ad to support the theatrical release of "Memoirs of a Geisha." Since then, Sony has featured many other titles, including most recently "The Da Vinci Code," on the envelopes. Netflix ships seven million envelopes a week via first-class mail.
On the Web site and on the envelopes, advertisers can target Netflix members based on their rental and rating histories. Advertisers view this type of behavioral targeting as a compelling media strategy that allows them to more effectively reach the audiences they are seeking.
Netflix, Inc. is the world's largest online movie rental service, providing more than four million subscribers access to over 60,00 DVD titles. The company offers a variety of subscription plans, starting at $9.99 a month. There are no due dates, no late fees and no shipping fees. DVDs are delivered for free by the USPS from regional shipping centers located throughout the United States. Netflix can reach more than 90 percent of its subscribers with generally one business-day delivery. Netflix offers personalized movie recommendations to its members and has more than one billion movie ratings. Netflix also allows members to share and recommend movies to one another through its Friends(SM) feature. For more information, visit www.netflix.com.
SOURCE: Netflix, Inc.
Web site: http://www.netflix.com/