clock 3min read

December 23, 2024

By Elan Ganz

Secrets to Netflix Ads Success: Insights from Adcore’s Head of Growth

Brand Awareness

Netflix has long been a pioneer in the streaming industry, revolutionizing the way people consume content. Now, with the introduction of its ad-supported plans, Netflix is gaining a lot of attention in the digital advertising industry. As Connected TV(CTV) advertising grows in importance, marketers are presented with unique opportunities to engage audiences in new ways.

In this article, we delve into a podcast interview featuring Lilach Shalzar, Adcore’s Head of Growth, and Julian Bonte-Friedheim, Adcore’s Content Manager Lead. They share expert insights on navigating Netflix ads, offering strategies and advice for leveraging this platform. Whether you’re a seasoned advertiser or exploring CTV for the first time, this guide will provide valuable takeaways.

How Netflix Ads Are Changing the Game

What Makes Netflix Ads Different?

Netflix’s entry into the advertising space has been exciting to see. With the launch of ad-supported subscription plans, the platform offers advertisers access to a premium, engaged audience. This presents new opportunities for brands aiming to align themselves with Netflix’s high-quality content and global reputation.

Overview of Netflix’s Advertising Strategy

Netflix’s ad-supported plans launched in late 2022, quickly gaining traction with millions of subscribers worldwide.
The platform boasts a higher average revenue per user (ARPU) for ad-supported viewers compared to its subscription-only counterparts.
Advertisers gain access to audiences in a binge-watching mindset, ensuring deeper engagement with their content.

Unique Value Proposition

Netflix ads are distinct from other digital channels due to their emphasis on quality and engagement:

Premium Content Environment: Ads are integrated into Netflix’s highly sought-after programming, ensuring brands are seen in a positive light.
High Engagement Levels: Unlike traditional TV, CTV platforms like Netflix allow for precise targeting and lower ad fatigue.
Enhanced Brand Perception: By appearing on Netflix, advertisers benefit from the platform’s association with high-quality storytelling and production.

This unique combination of audience quality and premium placement makes Netflix advertising a transformative tool for brands aiming to elevate their digital marketing efforts.

Check it out: Netflix Celebrates Two Years of Advertising

Insights from the Experts

Tracking Metrics to Measure Netflix Ad Campaigns

One of the standout features of Netflix ads is its comprehensive measurement capabilities, which help brands understand the performance of their campaigns. According to Lilach Shalzar, Netflix provides advertisers with essential metrics like impressions, completed views, cost per view, and view rate. These metrics allow marketers to measure engagement and ROI with precision. For instance, Julian highlights the importance of combining Netflix campaign data with analytics from other channels to paint a complete picture of consumer behavior.

Pro Tips:

Monitor brand search lifts: Analyze if your Netflix campaign leads to increased organic searches for your brand.
Track website traffic spikes: Identify if there’s a correlation between campaign launch dates and site visits.
Leverage retargeting: Use insights from Netflix ads to retarget engaged users across other platforms.

YouTube vs Netflix: Which Platform Fits Your Strategy?

When it comes to choosing between YouTube and Netflix for advertising, it’s essential to consider the strengths and challenges of each platform. Both are powerful in their own right, but they cater to different audiences and objectives.

Accessibility Differences

Netflix: Advertising on Netflix often requires collaboration through Demand-Side Platforms (DSPs), making the process more specialized. This additional layer ensures that only premium advertisers gain access to Netflix’s coveted audience.
YouTube: Known for its simplicity, YouTube advertising can be launched directly through Google Ads, making it accessible to businesses of all sizes.

Cost Comparison

Netflix generally commands higher CPMs (Cost Per Thousand Impressions) due to its premium user base and exclusive content.
YouTube offers more affordable options but with a broader and less curated audience.

Audience Engagement

Netflix’s binge-watching culture creates a highly engaged and focused audience, ideal for ads that aim to resonate on a deeper emotional level.
YouTube provides variety, catering to casual viewers with a mix of short-form and long-form content, which can suit more general or top-of-funnel campaigns.

Key Takeaway: As Lilach explains, the decision should align with your brand’s goals. For example, if brand prestige and storytelling are your priorities, Netflix is a clear winner. However, if cost-effectiveness and ease of setup are more important, YouTube may be a better choice.

How to Craft Content for Netflix Ads

Advertising on Netflix requires a unique approach to content creation. Unlike other platforms, Netflix’s premium audience expects high-quality, immersive storytelling that aligns with the shows and movies they’re watching. Lilach emphasizes the importance of creating ads that feel like a seamless extension of the Netflix experience.

Also, Lilach highlights how Netflix audiences value authenticity. Ads that mimic the tone and quality of the platform’s original programming are far more likely to succeed. This ensures your Netflix ads stand out and leave a lasting impression on this premium audience.

Integrating Netflix Ads into a Broader Marketing Strategy

To get the most out of Netflix advertising, it’s essential to incorporate it into a larger marketing strategy. Netflix ads are not a standalone solution—they work best when they amplify and complement efforts on other platforms. Lilach Shalzar explains how Adcore uses Netflix ads as the foundation of a multi-channel strategy. By driving demand through Netflix and retargeting on more accessible platforms, brands can maximize their ROI and maintain consistent customer journeys.

Aligning Strategies Across Platforms

Netflix ads are excellent for creating top-of-mind awareness and driving demand.
Pair them with retargeting campaigns on social media platforms like Facebook and Instagram to nurture leads.
Use search campaigns on Google to capture interest sparked by Netflix ads, ensuring potential customers find your brand when they search for more information.

By integrating Netflix ads into a broader ecosystem, advertisers can achieve a cohesive and impactful marketing strategy that enhances brand visibility and drives results.

Learn more: What is CTV and How is it Changing the Advertising Game?

The Future of Connected TV Advertising

As CTV advertising continues to grow, platforms like Netflix are set to play a central role in shaping the industry’s future. Both Lilach and Julian shared forward-looking insights into how this medium is evolving and what advertisers can expect in the coming years.

Predictions from the Experts

Both Lilach and Julian highlighted the importance of staying adaptable. With advancements in CTV and consumer behavior shifting toward on-demand content, advertisers must be prepared to evolve their strategies. Brands that leverage data-driven insights, experiment with ad formats, and prioritize audience engagement will lead the way in this dynamic landscape. By embracing the future of CTV, marketers can ensure their campaigns remain impactful, relevant, and ahead of industry trends.

Adcore’s deep expertise in CTV marketing makes it the ideal partner for brands ready to embrace Netflix advertising. Whether you’re looking to create your first campaign or optimize existing efforts, Adcore can help.

Visit Adcore’s Netflix Advertising Guide to learn more or get in touch with our team today.

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