[Updated July 2024]
With millions of daily users and over 40% of all signups in the country now coming from its ad plan, Netflix is undeniably a goldmine for advertisers seeking to reach a vast audience.
Since Netflix introduced ads at the end of 2022, advertisers have been frustrated with its slow-growing scale. Complaints last year centered on limited targeting and measurement capabilities. Now, it’s official: Amy Reinhard, Netflix’s president of advertising, has announced that the company will roll out a proprietary ad tech platform by next year.
This new platform will offer advertisers innovative ways to purchase ad space, gain valuable insights, and measure impact more effectively.
It’s time to start thinking about how you can elevate your own Netflix advertising campaigns. Let’s see how it’s done.
How To Advertising on Netflix
Currently, Netflix only uses Microsoft to sell ads programmatically through private marketplace deals. But starting this summer, Netflix will make supply available through Magnite, which buyers can access through The Trade Desk or DV360. These enhancements are set to elevate both sales and technology, unlocking fantastic advertising opportunities.
01. Netflix Ad Formats, Specs, and Details
Netflix ads need to be kept short, either 15 or 30 seconds long, and they’ll pop up before and during TV series and movies. When it comes to the file format, we’ll need just one video and one audio track, so go with either MP4 or MOV. For the display, keep it in the 16:9 aspect ratio, and you’ve got a choice of two resolutions: 1920×1080 HD or 1280×720 HD. Oh, and make sure the ad creative doesn’t have any letterboxing or pillarboxing, we want it to look clean and seamless on the screen!
02. Geotargeting and Pricing
If you’re a brand wanting to advertise in the US and Canada, you can now use geotargeting to pinpoint your audience down to their zip or postal code. This helps you make sure your message gets to the right people in the right place. It’s important to note that our experienced team needs to review your geotargeted campaigns to ensure they work properly, and there won’t be any extra charges (CPM premium).
In the US, you can access this powerful geotargeting feature for $69 USD per thousand views when you use our service. The minimum monthly spending starts at $75,000, but we’re open to considering lower amounts to make it more accessible for different businesses.
In Canada, Netflix is offering a special rate of $65 CAD in Q2 for advertisers to reach their Canadian audience at a lower cost. However, in Q3, the regular price will be $74.75 CAD. Despite the increase, the minimum spending is still reasonable at $15,000 per month. This is a great opportunity for brands looking to make a big impact in the Canadian market.
Whether you want to target specific areas or a broader audience, these geotargeting options in the US and Canada are valuable tools to boost your advertising campaigns.
03. Demographic Targeting
Brands can target by Age/Gender and can target the following demos (25% CPM premium):
o 18-24
o 25-34
o 35-49
o 50-54
o 55-64
o 65+
Netflix’s Targeting Media products (TMP’s) are another targeting tactic that brands can leverage. We suggest looking into the following TMP’s:
- Netflix Top 10: Get your brand into Netflix’s hottest shows and movies with guaranteed placement among the top 10 titles from the previous day, at a 40% higher cost.
- Content Genre (3+ & Single): Target either a single content genre or choose three or more genres for your ad placement, with a 20% premium for Single and a 15% premium for 3+.
- First Impression: Be the very first brand a member sees in a day by buying the initial pre-roll impression. Reach an engaged audience with this premium opportunity, priced at a 200% higher cost.
04. An Experience For The Viewers
Creating compelling ads on Netflix is essential. Think of it like those exciting previews you see in a movie theater before a highly-anticipated film – that’s the feeling we aim to recreate with Netflix advertising.
When viewers are genuinely interested and curious, it not only makes their streaming experience better but also makes the ads more effective. In a world where people have short attention spans, making Netflix ads captivating is how we reach a larger and more engaged audience. We want viewers to actively enjoy these ad moments as part of their streaming journey, so they actually want to watch them instead of skipping.
Generate Netflix Revenue With Bloom!
Advertising on Netflix has the potential to be a game changer for brands. The precision of geotargeting, competitive pricing, and promotional rates in both the US and Canada offer remarkable opportunities.
Our team of experts is ready to address all your questions and help you navigate this exciting avenue. Reach out to us today to make the most of advertising on Netflix and connect with your target audience more effectively than ever before.
Contact us today!