At a meeting of advertising executives at the Cannes Lions festival, Netflix presented its new ideas for increasing ad-supported subscription level appeal, the Financial Times reports based on inside source data. In the future, in addition to developing personalized ad formats, the streaming giant will show users episodic, that is, different but related ads, which would avoid the problem of viewers seeing the same ad multiple times while watching a series.
For brands, this could represent another opportunity to target consumers directly in a way that is not possible with linear TV channels, and could redefine how streaming services use their platforms for commercial purposes. Within advertising campaigns, advertisers can develop a long-term strategy based on episodes.
Hey, this year’s SYSADMINDAY is here!
On July 14th, we will organize the local Sysadminday again this year in an open space. After busy months, this is a good opportunity to meet friends and colleagues.
Since the Netflix system will keep track of which part the viewer has actually watched, some of the contents of up to 15 campaigns will appear in order when watching TV shows, avoiding redundancy. Basic package subscribers can usually watch 4-5 minutes of ads per hour, which the service displays at the beginning of the series/movie and during breaks during an episode. In addition, ads will be tailored to the types of shows being watched, with ads strategically placed to target a specific audience.
According to the marketing director, the partnership between Netflix and Microsoft will end soon, thanks to Redmond technology, advertisements will reach the platform. The streaming service is said to be running on its own technology in the background, giving it more wiggle room than ever before, and Microsoft is only acting as a makeshift ad server until then, the insider revealed.
Netflix recently announced that the cheapest ad-free plan is no longer available to Canadian users, and subscribers can switch to the more profitable tier, but with ads, or to the more expensive Standard plan, upon which other markets could conceivably be able to do so in time. Try to convert users to the service to increase revenue.