🍿 2022-07-04 ​​10:37:46 – Paris/France.
In its advertising commitment, Netflix should take advantage of this to give advertising a complete spin (and stand out from the classic television model).
Netflix, once bad at advertising, has finally given in to its charms (boosted by its worrying number of subscribers). During the last edition of Cannes Lions, in fact, the rumor spread that the famous online video platform Streaming had met on the CĂ´te d'Azur with Google to imagine a new type of subscription financed by advertising.
Los Gatos is more than willing (it has no choice) to throw itself into the arms of publicity. The question is how he will shape his (absolutely impenetrable) romance with the commercials. Will it do this by simply housing commercial breaks in its shows and movies (as Hulu already does today) or will it take the opportunity to completely reinvent advertising?
It's to be expected (and hoped) that Netflix is ​​betting on the second option. After all, no one is forcing the company run by Reed Hastings and Ted Sarandos to play by the traditional rules of linear television. Netflix should at least make an effort to make the ads digestible to an audience used to watching series and movies without interruption.
In an article for Age Deacon Webster dissects the possible ways Netflix could distort advertising as we know it today:
1. Leave how data is shared in the hands of your users
Rather than sheltering in the shadow of tightly enclosed "walled gardens", Netflix might do well to let its users decide how much data they want to share and with whom.
What if the new ad-supported Netflix subscriptions were somehow tied to the user's willingness to share their data? What if the more users agreed to share personal data with Netflix, the less they paid the company monthly?
2. Discard ad repeat
At Hulu, repeat advertising is the order of the day. It is not uncommon to be confronted several times with the same advertisement in a broadcast. And it's extremely embarrassing.
Hulu says it relies on software solutions to stop repetition, but those solutions only and exclusively apply to those who make direct purchases of advertising space on its platform. In this sense, advertisers who rely on programmatic buying to break into Hulu have no control over the order in which spots air on a show or how often they appear.
3. Keep an inventory for big events
What if Netflix had the lucky chance that the ads that land in episodes of the second season of the squid game could be purchased only and exclusively directly and at a higher price?
Advertisers would gain prestige by being present (advertisingly speaking) at such a big television event and would also be quicker to create personalized advertising adjusted to the plot of the second season of the squid game.
4. Reward ads where the user resists the temptation to click the button «pass the ad«
It looks like Netflix won't include a "skip ad" button, but what if it allowed advertisers to incorporate such a button? That way, Netflix could reward brands whose ads were the most watched to completion with free or cheaper slots for doing the company the immeasurable favor of not running unbearably disruptive advertising on their domains.
5. Bet on “shoppable” nature shows«
Wouldn't it be a good idea if the bikini Pogue wears on the show External banks could be purchased directly from Netflix with just a few clicks?
6. Develop advertisements covered with quality content
Netflix could and should develop advertising in the form of quality content in the eyes of users. During the broadcast of stranger things For example, the Demogorgon could come into play doing product reviews during commercial breaks or even doing sampling.
7. Gamify ad viewing
Netflix is ​​an interactive platform and should use this feature more to its advantage. What if users who watched all six seasons of Peaky Blinders in just one week received, say, a bottle of Bushmills?
8. Allow the user to explore relevant content at deeper levels
If anyone was watching Martin Scorsese's Rolling Stones documentary on Netflix, it would be a good idea if they could also access the British band's albums on Spotify from the platform. Streaming video and audiobook of Keith Richards' autobiography. The possibilities are truly endless.
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SOURCE: Reviews News
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