Netflix now boasts 94 million monthly users of its ad-supported offering. These figures are double those of May 2024. This viewer base is pushing the company to up its game in the field, to find new ways to land lucrative campaigns and establish itself as a must-have for communications giants. Nearly three years after the launch of its ad-supported subscription, the SVOD giant aims to become more efficient and relevant in the field.
It was during her presentation at the Upfronts—an event that brings together television professionals and advertisers—that the president of advertising, Amy Reinhard, detailed the measures that would soon be deployed. They will not please those who already find the process intrusive. Initially, Reinhard confirmed a significant increase in the number of program interruptions. She did not specify the new recurrence of these cuts.
Never Pause
In addition to this increase in the number of ads when watching a series episode or a film, Netflix plans to include screensaver ads on its player. Specifically, when users press pause, an ad will be displayed until the content is restarted. The process was tested last year and should gradually be included on the televisions and mobile apps of those with a Standard with ads
But Netflix, which has long made the absence of ads its charm, is not stopping there. The company will also incorporate interactive ads in its player, in the middle of what you are watching. We can therefore expect that banners and clickable buttons will be used to convey product information and encourage users to purchase.
These new features will first be offered in the United States, via its Netflix Ads Suite platform, before being rolled out in 12 other countries around the world. It is not yet known when France will be affected by these changes. But the company is not going to stop there. “The foundations of our advertising business are in place. And in the future, the pace of progress will be even faster.”
More AI…
A few days after presenting its new interface, boosted by artificial intelligence, Netflix confirms its ambition to use generative technologies to benefit its advertising activities. By 2026, the platform plans to broadcast advertising pages entirely generated by AI. While Amy Reinhard did not specify the form this innovation will take, she simply mentioned personalization based on the user profile and the universe of the series or film in question.
In her press release, she is enthusiastic, claiming to have the most attentive community. “Compared to our competitors, attention is much higher at the beginning and end. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves.”
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