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Jun 2024

Netflix Goes Programmatic: Advertisers Get More Choices and CTV Heats Up

Netflix users are flocking to the ad-supported plan: 40 million global monthly active users - a massive jump from just 5 million a year ago. Over 40% of all new signups choose the ad-supported plan.


Netflix boasts the most engaged viewers in streaming, spending over 70% more time watching per month than the closest competitor. They're also more attentive to ads later in shows, making them twice as likely to respond compared to other platforms.

Big news for advertisers! 

Netflix is shaking things up by opening its ad inventory to programmatic buying. This means advertisers can now use automated platforms to reach viewers on the popular streaming service, creating a more competitive Connected TV (CTV) landscape in the UK.

What's programmatic buying? It's like having a robot buy your ads! These platforms automatically find ad space across digital channels, letting you target specific audiences based on demographics, interests, and even how they behave online. This can lead to way more effective ad campaigns.

Previously, you could only buy Netflix ads through Microsoft. Now, this summer, things get more flexible. The Trade Desk, Google's Display & Video 360, and Magnite join Microsoft as official partners. This wider range means you can manage your Netflix ads alongside other digital campaigns using familiar platforms.

Here's why programmatic buying with Netflix is exciting for advertisers:

  • Save Time & Money: Automated buying frees up your time and resources.

  • Target Smarter: Reach the exact audience you want with advanced, sophisticated targeting options.

  • Track & Optimise: Keep a close eye on performance and adjust your strategy for better results.

Of course, with more competition comes some potential challenges:

  • Ad Prices Might Rise: With more platforms offering Netflix ads, there might be a fight for space, potentially driving up costs.

  • Data Overload?: Programmatic platforms offer a lot of data, which can be great, but it also means you need to know how to use it effectively.

  • Targeting Tweaks: Netflix viewers have their own unique habits. You'll need strategies that work for this specific audience.

Thinking about advertising on Netflix via programmatic channels? Here are some tips:

  • Know Your Audience: Make sure Netflix viewers align with your target market.

  • Creative that Captivates: Netflix content is high-quality, so your ads need to be visually appealing and engaging to stand out.

  • Track and Adapt: Monitor results closely and be ready to adjust your targeting and creatives based on what's working.

The arrival of programmatic buying on Netflix marks a step forward for CTV advertising in the UK. Expect to see even more innovation in targeting, measurement, and overall campaign optimization as the competition gets hotter.

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