Fans of “Emily in Paris” who enjoy the title character’s fashion sense will have an easier time finding her wardrobe thanks to a new partnership between Netflix and Google.
Netflix subscribers will be able to scan Emily’s styles in season 4 and find similar pieces by scanning her looks with Google Lens, the feature that helps users search for images on the web. Fans who use the Netflix advertising tier will also see what they call “pause ads” that ask them to scan an image on the screen that will take them to a special “shopping” page that will feature some of Emily’s clothing and accessories. Special commercials that will run will allude to Emily’s photography talent. Google will also serve as the title sponsor of the show’s fourth season, having advertised the previous three seasons.
“By naturally tapping into the show’s fan base and leveraging engaging formats, we’re providing a creative and entertaining experience for our members and showing our partners the scale at which we can build these unique opportunities with them,” said Magno Herran, vice president of marketing partnerships at Netflix, in a statement.
The partnership marks the first time Netflix has allowed a sponsor to co-brand a break ad on the service, and the first time the streamer has allowed title sponsorships for library content.
While traditional rivals like Disney, NBC and Warner Bros. Discovery have been selling commercials for decades, Netflix is relatively new to the business and has felt some pressure from advertisers and media agencies to prove the effectiveness of its fledgling advertising platform, which will officially launch in 2022. Media buyers have pushed back against its efforts in some cases, pointing out that the company has sought higher than usual CPMs, or rates for reaching 1,000 viewers, in recent preliminary negotiations. Netflix’s efforts have been complicated by a flood of new streaming inventory that has hit the market thanks to the launch of its advertising platform and that of rival Amazon Prime Video.
Given these market dynamics, media buyers say Netflix has begun to focus more in recent months on offerings that link a product or service more closely to the content in which the advertising appears, using what are known as “product placements” or “branded content.”
Netflix has long formed alliances with advertisers to promote new seasons of its series, Coca-Cola even went so far as to bring back New Coke for a new season of Stranger Things, and Procter & Gamble’s Old Spice teamed up with a range of unusual fragrances for The Witcher.
“We’re excited to partner with Netflix and ‘Emily in Paris’ to bring the joy of shopping right to your screen. With Google Lens, you can turn your TV screen into your own personal runway – and effortlessly shop the world’s fashion in one place,” said Stephanie Horton, senior director of global consumer marketing and commerce at Google, in a statement. “Just snap a photo with your phone and unlock a world of style and inspiration.”
