Netflix, the streaming giant, is working on a new advertising strategy that could revolutionize the way we see ads. This new strategy, called “Targeted ad campaigns with episodes“, aims to make ads more interesting and engaging for viewers. As the name suggests, this initiative aims to turn commercials into real episodes. May it never be that even the ads become interesting?
Netflix turns ads into episodes like TV series: a new initiative that aims to make ads less heavy
Instead of showing the same ad over and over, Netflix is considering creating "episodic" advertising campaigns. This means that a campaign could have multiple episodes, and Netflix would track which episodes we've already watched. When it's time to show another ad, Netflix would show the next episode of the series.
This approach it would solve the common problem of seeing the same ad again and again, something that is encountered in virtually any ad-supported streaming service. Also, these ads may be reserved for specific shows. For example, if we're watching one of the Netflix series, we might see the episodic ads during breaks in the show, but they wouldn't appear later on, which is very annoying if this is one of those series that grabs our attention.
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Il advantage of online advertising compared to traditional television is that can be much more targeted. Advertisers can be sure their ads are seen by the people they want to reach. As the head of advertising put it: “You will know what you saw. So the old days of episodic work might come back because before you could never guarantee what people have already seen. Now you can write 15 episodes of an ad and guarantee that the viewer will see them in the right order. So that's really interesting. "
There is no doubt that advertising is here to stay. According to the head of advertising, Netflix is now making more money per user from its ad-funded tier compared to the standard subscription level.
Source | Financial Times
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