Netflix had a less-than-conventional upfront.
Like YouTube – also an upfronts outsider – Netflix added a cocktail party and networking event to the typical agenda of parading content and talent in front of advertisers.
Unlike YouTube’s Brandcast event, ad tech was the star of the show.
Netflix published a blog post with its meaty ad tech upgrades several hours ahead of the social gathering so as to give advertising its time in the spotlight.
Not that Netflix didn’t hype its content.
In addition to taking execs through new subscriber stats, programmatic partnerships and plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content with exhibits and activities. Rooms at the event were decorated to resemble hit Netflix shows like “Bridgerton,” “Wednesday” and “Squid Game,” complete with actual games for ad execs to play for prizes, including branded merch.
But whereas typical upfront events mesh trailers and ad products together into one big performance, Netflix’s atypical approach was a way to differentiate itself from competitors and hopefully pique the interest of more advertisers.
If Netflix is trying to do anything right now, it’s to stand out from the crowd by proving it has both the content and ad tech chops to wrest ad dollars from legacy broadcasters and their streaming services, too.
The Netflix effect
Beyond a ploy for attention, Netflix’s alternative approach also suggests the upfront model may be more malleable than we think.
If its spin on an upfront event helps score bigger-than-expected ad budget commitments during negotiations, Netflix’s competitors might consider copying the idea of packing more interactive and memorable events into their upfronts on top of the canned presentations and celebrity cameos that define upfronts today.
Giving content and advertising their respective stage time could help leave a more indelible imprint on the minds of marketers.
Besides, it wouldn’t be the first time programmers copied something from Netflix.
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