As streaming continues to dominate the media landscape, Netflix has firmly established itself as a frontrunner, not just in content creation but also in the advertising world. The 2024 Netflix Upfront presentation emphasized the platform’s tremendous growth, boasting 40 million global monthly active users for its ad-supported plan, a remarkable leap from just 5 million a year ago. This explosion in users presents a golden opportunity for brands to reach an engaged, high-value audience through Netflix’s new programmatic advertising options on The Trade Desk (TTD).
Why Advertise on Netflix?
Netflix is synonymous with high-quality content that captivates viewers across the globe. With an expansive library that includes blockbuster movies, acclaimed series, and exclusive live events, Netflix offers advertisers access to one of the most engaged audiences in the world. Over 70% of Netflix’s ad-supported members watch more than 10 hours of content per month, far outpacing competitors, and with Netflix accounting for 32.9 billion hours of global viewing, the platform is unmatched in its ability to hold audience attention.
But it’s not just about reach. Netflix viewers are highly engaged and more likely to respond to advertisements compared to other streaming services or traditional TV. The “Netflix Effect,” where shows like Stranger Things and Bridgerton become cultural phenomena, drives viewers to interact with brands in a way that’s rarely seen elsewhere.
Programmatic Advertising on Netflix via The Trade Desk
In August 2024, Netflix began its introductory launch, offering direct access to Netflix inventory through 1:1 PMP deals on The Trade Desk. As we look ahead to November 2024, advertisers will gain even more flexibility with an expanded set of tools designed to enhance decisioned media buying. This phased rollout allows brands to gradually scale their campaigns, taking full advantage of the power of Netflix ads.
Here’s what brands can expect:
- High Audience Engagement: With over 40% of new Netflix signups opting for the ad-supported plan, the platform offers advertisers a rapidly growing audience that is young, affluent, and receptive to advertising.
- Flexible Targeting Options: Advertisers can target by genre, demographic, device type, and even Netflix’s Top 10 lists, allowing for highly personalized ad experiences. Additional targeting through TTD’s advanced options, such as geo-targeting and time-based delivery, provides even more precision.
- Consumer-Friendly Ad Experience: Netflix’s ad-supported plan includes lighter ad loads (just 4-5 minutes per hour) and hand-curated ad breaks that enhance rather than disrupt the viewing experience. This ensures that your brand message is not only seen but also well-received.
- Robust Measurement Tools: The Trade Desk provides access to a comprehensive suite of measurement tools during Netflix’s introductory launch. Advertisers can track impressions, monitor fraud, and ensure viewability with the support of trusted third-party partners. Netflix accepts tracking and creative tags from IAS, DoubleVerify, DCM, Innovid, and TTD-hosted creatives, giving advertisers the transparency and accountability needed to measure and optimize campaign success.
Ready to Get Started with Netflix Advertising?
As the media landscape continues to evolve, Ventura Growth stands at the forefront of helping brands navigate and capitalize on new opportunities. Our deep expertise in programmatic advertising, combined with our strategic partnership with The Trade Desk, empowers us to deliver tailored solutions that drive real business results.
By leveraging Netflix’s unique ad platform through The Trade Desk, we help brands connect with highly engaged audiences in ways that are both impactful and measurable. Whether you’re looking to amplify your reach, enhance targeting precision, or optimize campaign performance, Ventura Growth provides the insights, tools, and support to ensure your success.
Don’t miss out on this unique opportunity. Schedule a demo with our team today to learn how Ventura Growth can help you activate on Netflix and unlock the full potential of this unparalleled platform. Let’s work together to create meaningful connections with your audience and drive growth like never before.
