Digiday+ Research: Two-thirds of brands, agencies are ready to buy ads on Netflix

This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →

Ads are coming to Netflix, and they are coming soon. The fourth quarter, when the streaming giant’s advertising offering is set to debut, will be here before we know it. Few details are known as of yet, but that hasn’t stopped anticipation from mounting or executives from asking questions about what exactly a Netflix with ads will look like.

It is clear that interest in Netflix as an ad vehicle is only increasing. Digiday research found that, as of April, two-thirds of brand and agency professionals surveyed said they would buy ads on Netflix if they were offered. To be exact, out of 128 agency and brand professionals, 37% said they definitely would buy Netflix ads and 29% said they probably would.

It is safe to assume that these percentages will continue to rise as an ad-enabled Netflix gets closer to becoming a reality. By the time the fourth quarter rolls around, it is likely agencies and brands will be clamoring for a piece of the Netflix ad pie. How the pie will be served and distributed remains to be seen. But there are many who will be eager to find out, and start writing checks, when the time comes.

https://digiday.com/?p=449726

More in Marketing

Eco-friendly brands are combatting ‘green fatigue’ by focusing more on product efficacy in marketing

Brands are finding they can combat ‘green fatigue’ by focusing on product efficacy rather than ingredients.

Trump, the manosphere and the marketer’s creator dilemma

The rapid churn of digital culture amplifies both the benefits and risks of engaging with influencers, forcing marketers to confront long-avoided questions with fresh urgency — inside and outside the manosphere. 

Should brands be so online? Nutter Butter’s extreme social persona speaks to changing brand dynamics

Why Nutter Butter’s internet speak social strategy isn’t likely to alienate other generations.