Consumers have had enough of traditional television and the “old-fashioned” ways of consuming content, which has created an almost incidental spin-off problem. If consumers are not watching TV, they are not watching the ads, which is depriving brands and companies of a window to reach consumers. The Netflix boom and the growth of streaming are weighing down on ads, but they are also creating some pressure on those platforms to include them or to open up more to brands.Especially during 2019, when analysts and specialists were only announcing an imminent arrival of advertising on the platform (simply starting from its estimates on the market), Netflix has insisted that its business model does not include ads. In fact, this summer, at the height of media speculation about advertising, they were blunt : “We, like HBO, do not have ads.” Estimates that they were going to make the leap were “speculation” and somewhat “false.” Analysts continue to insist, however, that they will have no choice but to make the leap to that model, especially given that they are facing increasing competition.But even if Netflix does not include ads, that does not mean that it does not have any link with the brands. He is not free from them and does not remain oblivious to his environment. The list of collaborations with brands is already quite long, which means that some people see in formats such as product placement a solution for Netflix to generate income. The most visible case of brand presence in a series is that of Stranger Things , where they were highly integrated into the plot. In that case, yes, Netflix made it clear that it was something organic, to create the atmosphere of the time, and that no one had paid to be part of the new season.
Netflix has worked with brands Azerbaijan Mobile Phone Numbers on the launch of the Green Eggs with Ham series, with a themed sandwich at Subway, or on that of La casa de papel , with a collection of clothes at Diesel. As noted in The New York Times, it is working with more and more brands in collaborations (although it has not wanted to respond to the analysis of the medium about what role these collaborations will have in its income) and is doing more work on partnerships.As Forrester explained to the American media, the company is actively expanding its marketing team. From the industry, they confessed that working with Netflix is not easy, because it is very selective since it does not want to damage its brand image or that of its products.And, as a directive from the advertising industry explains, they don’t sell their products cheap either.
Carrie Drinkwater, from Mediahub, explained that they had tried to integrate one of their clients into one of the Unbreakable Kimmy Schmidt plots , but failed to do so when the company responsible for the production asked for “astronomical” prices (sources consulted by the Times indicate that Netflix leaves the management of product placement in the hands of its content producers).They are not the only onesOf course, Netflix is not the only one working on changing how branding is introduced into content. As they explain in an analysis in Forbes , Netflix is just one more piece of an advertising revolution, entering a new generation of what is supposed to be done in ads.In the analysis, they focus on how the technology to access content on demand (converting the television fleet into smart TVs, via boxes to access content) is making a new scenario appear for advertising and, above all, one that can be positioned based on the data.
But it should also be added that Netflix’s potential strategy would not only work for them. There are already projects in which artificial intelligence is used to do product placement on demand, which could have high potential, and, of course, other players in the industry are also looking at it.The integration of brands and products with the content is something that other much more traditional players do and that allows to sell in a ‘cleaner’ and less annoying way.The James Bond MarksIn fact, as pointed out in an analysis in The Guardian , the trailer for the latest James Bond film is not only a window to position the film and generate interest for its premiere, but also a window to promote the brands that appear in it. .