The love affair between Netflix and advertising is only just beginning. The SVOD platform is announcing many new features for its ad formats, and subscribers are bound to see their experience shaken up.
The Netflix offering with advertising has been a hit since its launch. The video streaming platform has just announced that it has surpassed 94 million subscribers to this service worldwide. After developing the premium SVOD service model, Netflix now wants to expand its advertising business to become an industry leader and ensure that “every dollar spent on Netflix is more valuable than a dollar spent elsewhere,” explains Amy Reinhard, the company’s president of advertising.
And to achieve this, Netflix presented all of its advertising-related projects. While some primarily concern advertisers, others will have a direct impact on user viewing. Amy Reinhard notably mentions “interactive mid-roll and pause formats.” While our content could already be interrupted by advertising until now, it seems that Netflix is also working on display ads that could appear when you pause your program.
Netflix is focusing more than ever on advertising
The executive specifies that Netflix has launched “a new modular framework for advertising formats”, which will allow users to create personalized ads “with overlays, calls to action, buttons on the second screen, etc., to deliver the right ad to the right user, at the right time”. As on social networks, we should therefore expect Netflix to link to merchant sites and offer the possibility of purchasing products and services from its platform.
Unsurprisingly, generative AI will have a role to play. It will be used to “instantly associate advertisers' ads with the world of our shows”. We don't know more at the moment, but we understand that a system should help advertisers exploit Netflix licenses to promote their products. We imagine that for a question of rights, this would only work with original productions, and not other content in the catalog.
Netflix aims in any case to become an advertising giant, and we wonder how exactly this will materialize for viewers.
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