One of Netflix’s biggest failures has been the implementation of ads within its platform. Its growth in this area has been slow, largely due to limitations in targeting and measurement, according to widespread opinion. However, the streaming giant has revised its strategy and is introducing innovations that could transform connected TV advertising into the next big trend in the market.
According to Portal TIC, at its Upfront event for advertisers, Netflix announced that it plans to launch its own global advertising platform by the end of 2025. This move promises to revolutionize the way advertising is conceived on streaming platforms, offering new opportunities for both advertisers and users.
A transformation in the advertising approach:
According to ReasonWhy, Netflix claims that having its own advertising platform will allow it to have greater control and deliver more personalized experiences in both its products and services. Reinhard, says, “This will give advertisers new ways to buy, new insights to leverage and new ways to measure impact.”
Según ReasonWhy, Netflix asegura que contar con una plataforma publicitaria propia le permitirá tener un mayor control y brindar experiencias más personalizadas tanto en sus productos como en sus servicios. Reinhard, afirma: “Esto dará a los anunciantes nuevas formas de comprar, nuevos conocimientos que aprovechar y nuevas formas de medir el impacto”.
With this step towards innovation, the streaming giant presents a transformative proposal for connected TV advertising. Moreover, this is not Netflix’s only bet on the evolution of the advertising market; the platform will establish major partnerships with The Trade Desk, Google’s DV360, Magnite and Microsoft. These collaborations will allow Netflix to consolidate a solid foundation for advertising control within its platform, expanding opportunities for both advertisers and users.
A response to user needs:
Integrating advertising in formats not adapted to the platform or to users’ expectations would be perceived as an intrusion. This could cause users to lose interest, resulting in reduced attention to the ads. For this reason, Netflix is looking to offer a native ad experience, testing its new ad platform in Canada, and later in the U.S., during the second quarter of 2025.
According to Europa Press’ TIC Portal, the streaming giant has conducted in-depth research into consumer behavior in order to provide opportunities for brands and advertisers. “Bringing our own technology in-house will allow us to drive the advertising plan with the same level of excellence that has made Netflix the leader in streaming technology today.” Reinhard noted at the same event.
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We live in a constant evolution in the advertising world, where every day changes the way we consume advertising and the media through which we do it.
One of the findings that Netflix presented at its Upfront event this year, based on its research, is that in just one year its ad-supported subscription has reached more than 40 million monthly active users worldwide. This level of growth suggests that, users don’t mind watching commercials in exchange for paying less.
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