Advertising on Netflix… Unthinkable a few months ago, this novelty is imminent: from the 1er November, according to Wall Street Journal, the world leader in online video will offer a cheaper subscription in the United States, Canada, Germany and France, but including advertisements.
The Californian company is the figurehead of a wave of new entrants into the advertising market: other streaming platforms will also include this type of offer – like Disney +, in December – and some like HBO Max, Hulu or Paramount + already offer it. Apple and Amazon are also beginning to open up their Apple TV + and Prime Video video services to advertising, but are also carving out a special place for themselves in the market, by marketing other spaces, one on its iPhones, the other on its e-commerce platform.
In a market that has returned, according to the Zenith Institute, to 8% growth in 2022, due to the economic slowdown, and dominated by the Google and Facebook-Instagram duopoly (67% of online advertising in the world and 42% of total market in 2021, according to the Ebiquity Institute), the arrival of these suitors delights agencies and advertisers: “This is good news for brands. This increases competition and opportunities. We are opening new inventories that were inaccessible”, welcomes Jean-Luc Chetrit, managing director of Union des Marques, the lobby of advertisers.
“Emergence of a mixed model”
Netflix seeks to find “additional income”, after losing subscribers, he analyzes. Like Mr. Chetrit, Guillaume Pannaud, CEO of the TBWA France agency network, also savors a form of small revenge for the advertising model: “It’s a very striking movement, especially since it sometimes comes from services and players who had openly chosen to develop without advertising. We see a hybridization and the emergence of a mixed model. »
To carry out its seduction operation with advertisers, Netflix poached, at the end of August, the commercial director of the social network Snap, Jeremi Gorman, and his lieutenant, Peter Naylor. The creative Mr. Pannaud hopes, by working on this type of platform, to rediscover certain virtues of the small screen and its thirty-second “spots”: “After the fragmentation of audiences, linked to the rise of digital and social networks, we will find media close to linear television and audiences gathered, he said. And after seven-second videos or tiny banners, we are going to reconnect with more suitable formats for structuring a narration. Finally, in terms of context, it’s better to broadcast before an episode of a series like Game Of Thrones than before a video of a tiktokeur of which we do not know what he will tell. »
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