Monday, June 17, 2024

Other Stories

Related Posts

Netflix and EDO: Turning Viewers into Ad Responders

Alright folks, grab your popcorn because Netflix is taking a sledgehammer to the streaming ad game. At its recent upfront event, Netflix flexed its muscles and announced some heavyweight moves that might just leave the competition quaking in their boots. We’re talking 40 million monthly active users on its ad-supported plan—a jaw-dropping leap from a mere 5 million last year. If you’re still underestimating Netflix, it’s time to wake up.

Starting this summer, Netflix is bringing in The Trade Desk, Google’s Display & Video 360, and Magnite to join forces with Microsoft. It’s like assembling the Avengers of ad tech. And that’s not all—Netflix plans to launch its very own in-house ad tech platform. Why? Because why play with rented toys when you can build your own superweapon?

Amy Reinhard, Netflix’s president of advertising, declared at the event, “We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience.” Translation: We want to make ads so good you’ll forget you’re being sold to.

Let’s crunch some numbers, shall we? Netflix’s ad-supported plan isn’t just a side hustle; it’s a full-blown phenomenon. Over 40% of new signups in markets where the ad-supported plan is available are choosing it. That’s a lot of eyeballs glued to screens, and it’s not just any audience—they’re the coveted demographic that advertisers drool over. These viewers are younger, richer, and far more engaged than your typical TV audience.

More than 70% of these ad-supported viewers are clocking in over 10 hours a month, which is a solid 15% higher than Netflix’s nearest streaming competitor. We’re talking serious commitment here. These aren’t the passive watchers who let shows play in the background while they scroll through their phones. These are engaged viewers, the kind who are actually paying attention—making them prime real estate for advertisers.

Netflix has cracked the code on how to get people to binge-watch ads, not just their favorite shows. It’s a balancing act—keeping the content irresistible while making the ads just engaging enough to keep viewers hooked rather than reaching for the remote. With this level of engagement, Netflix is not only attracting more subscribers but also proving to advertisers that this is the place to be. Netflix isn’t just another channel; it’s the main stage, and the audience is paying attention.

Netflix isn’t just going it alone; it’s adding a laundry list of new measurement partners to its roster. We’re talking Affinity Solutions, iSpotTV, Kantar, Lucid, NCSolutions, and TVision. These newbies join the already packed party with Nielsen, EDO, DoubleVerify, and Integral Ad Science.

EDO, in particular, stands out as a crucial player in measuring the direct response to ads. Their data reveals that Netflix members are around twice as likely to respond to an advertisement on the platform compared to other streaming services and linear TV. The message is clear: Netflix wants advertisers to know exactly what they’re getting for their money, and then some.

EDO’s partnership with Netflix is like bringing in the special ops team for ad measurement. These folks aren’t just about counting eyeballs; they’re digging deep into how viewers actually respond to ads. EDO’s data has shown that Netflix members are around twice as likely to respond to an advertisement on the platform compared to other streaming services and linear TV. This is a big deal because it means advertisers are getting more bang for their buck—proof that those dollars are well spent when aimed at a Netflix audience.

What makes EDO stand out in this crowded field of measurement partners is their focus on the direct response. They’re not just telling Netflix how many people saw an ad but showing how many people acted on it. This kind of actionable insight is gold for advertisers looking to fine-tune their strategies and maximize ROI. By integrating EDO’s analytics, Netflix is equipping itself with the kind of precision tools that can turn advertising from a shot in the dark into a well-aimed arrow.

But it’s not just about numbers; it’s about engagement. EDO’s insights reveal a deeper layer of viewer interaction, highlighting how Netflix’s ad-supported plan is more than just tolerable—it’s effective. This partnership underscores Netflix’s commitment to providing a premium experience for both viewers and advertisers. With EDO in the mix, Netflix isn’t just playing the ad game; it’s aiming to win it, ensuring that ads are not only seen but also acted upon.

Netflix has been gently (and not-so-gently) nudging its users towards its ad-supported tier by hiking prices on the ad-free options. It’s a classic move straight out of the playbook—make the cheaper option just enticing enough that people take the bait. Think of it as the digital equivalent of luring kids with candy. Want your shows without ads? That’ll cost you extra. Prefer to save a few bucks? Welcome to Ad Land, where the commercials are just as captivating as the content.

But let’s be real, this isn’t just some casual experiment. Netflix is playing the long game, and they’re playing to win. By steering users towards the ad-supported tier, they’re opening up a goldmine of monetization opportunities. Targeted ads mean big bucks, and Netflix knows it. They’re not just selling ad space; they’re selling premium access to a highly engaged audience that advertisers are drooling over.

So while you’re grumbling about that extra few dollars on your ad-free plan, Netflix is chuckling all the way to the bank. They’ve managed to turn their vast user base into a lucrative revenue stream, proving once again that they’re not just a streaming service—they’re a powerhouse of strategic business moves. Whether you stick with the pricier ad-free option or dive into the ad-supported waters, Netflix has you right where they want you: watching, engaging, and ultimately, making them a whole lot of money.

So, what does this all mean for the future of streaming ads? Netflix is betting big that it can deliver an ad experience that’s not just tolerable but downright enjoyable. It’s a tall order, but if anyone can pull it off, it’s the company that turned binge-watching into a global pastime.

In a world where engagement is king, Netflix’s strategy is all about keeping viewers glued to their screens, whether they’re watching “Stranger Things” or a cleverly targeted ad. As Bela Bajaria put it, “When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends.”

In short, Netflix is doubling down on ads, content, and user experience in a way that could redefine the streaming landscape. And for advertisers, the message is clear: Get on board or get left behind.

So, what’s next? Keep your eyes peeled, because the Netflix show is just getting started, and this is one blockbuster you won’t want to miss.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

What's your opinion?

Popular Articles

Don't Miss