RE: Netflix revenue challenge28 Apr 2022 10:09
https://the-media-leader.com/netflix-needs-to-offer-more-than-a-tax-on-poor-people/
Be better than ‘skip ad’
Take product placement. Netflix has been reluctant to talk about the product placement deals it has struck (some of which of which are more obvious than others to the viewer, such as on Stranger Things).
But take a company like Mirriad, which uses artificial intelligence tech to manipulate video. Netflix, as a global media company, can strike bespoke product placements deals for the same shows: a Squid Game character is holding a Coke in one market but may hold a Pepsi in another.
Or look at the many ethical media companies which have launched in recent years, such start-up The Goodnet, which The Media Leader profiled last month. These companies primarily focused on the Open Web advertising and enable brands or consumers to channel their respective adspend or attention towards ethical or sustainable causes.
If Netflix is going to carry ads, why not be bold and say which brands and sectors they are prepared to let in, and which are not?
They could put their stamp on advertising creative, too, by setting clear parameters for how ads should be built for Netflix instead of just making the mistake of YouTube and inviting brands to run cheap versions of TV broadcast ads and inviting users to “skip ad”.
In short, Netflix needs to take the same approach to advertising as it has for running ‘content’. Focus on the user first and foremost and try to offer the them the best advertising experience in the world.
And finally, what does Netflix give me in return for being a loyal customer for more than five years? Nothing. I don’t get any exclusive content, I don’t get to see premieres before anyone else, and I don’t get any discounts.
Put another way, there is no disincentive for me to cancel Netflix and join again a few months later when the new content has arrived – I suspect many others are doing this too.
Netflix has changed the game when it comes to watching TV and film. It should apply the same pioneering spirit to advertising, too.