How To Advertise On Netflix
How To Advertise On Netflix
Key Takeaways
Strategic Access: Use Netflix Ad Manager to set campaign goals, select ad formats, target viewers, upload assets, and optimise performance.
Format Variety & Innovation: Choose from pre-, mid-, post-roll, binge, sponsored tiles, or pause ads—and soon immersive AI-powered placements—for seamless engagement.
UK Compliance & Evolution: Adhere to CAP Code standards while leveraging Netflix’s evolving ad tech, including programmatic buying, for efficient and compliant reach.
The modern marketing landscape is rapidly evolving, and streaming services have become a pivotal battleground for brand advertising. Among them, Netflix — long known for its ad-free model — is now embracing advertising, offering marketers new avenues to reach highly engaged audiences. This blog explores how brands can navigate and succeed in advertising on Netflix.
1. Understanding Netflix’s Advertising Ecosystem
Netflix launched its ad-supported tier in late 2022, responding to slowing subscriber growth and consumer price sensitivity. In the UK, streaming advertising — including via Netflix — has now surpassed £1 billion, becoming 30% of the traditional TV ad market. A third of Netflix’s estimated 17.6 million UK subscribers are now on the ad-supported plan, accounting for just over 4 million viewers.
While initial ad offerings faced criticism in the UK due to high pricing and rigid spend commitments, Netflix is steadily evolving its ad model to better serve advertisers.
2. Netflix Ad Formats: What’s on Offer?
Advertisers on Netflix have a variety of formats at their disposal:
Pre-roll, Mid-roll, Post-roll Ads: Traditional video spots that appear before, during a break, or after content.
Binge Ads: Viewers watch a block of ads up front and then enjoy the next episode ad-free — a trade-off that encourages uninterrupted viewing.
Sponsored Tiles: Branded promotional placements on the Netflix homepage, seamlessly integrated as suggested content.
Pause Ads: Appearing when viewers pause content (after a brief delay), these offer high-impact visuals at a natural break point.
AI-Enhanced / Immersive Ads (coming soon): By late 2025, Netflix plans to roll out AI-generated ads that blend visually with content — such as product images over series-inspired backgrounds, displayed during playback or on pause.
3. Setting Up Your Campaign via Netflix Ad Manager
To start advertising on Netflix, marketers must:
Access Netflix Ad Manager
Complete a registration form via Netflix’s advertising portal to request access.
Define Campaign Goals and Budget
Choose between objectives such as brand awareness or lead generation, and establish a daily or total campaign budget under Netflix’s CPM (cost per mille) model.
Select Ad Format and Placement
Pick among pre-roll, mid-roll, post-roll, binge ads, sponsored tiles, or pause ads.
Target Your Audience
Netflix provides advanced targeting: demographics (age, gender, household income), geography (country, city or region), viewing habits (genres or specific shows like Squid Game), and device type.
Upload Creative Assets
Use high-quality video (16:9, 1920×1080 HD), in MP4 or MOV format, under 5 GB. Avoid overly promotional tones and instead opt for storytelling that reflects Netflix’s premium brand.
Launch, Analyse and Optimise
Monitor metrics such as impressions, completion rates, CTRs, and engagement via the Netflix Ad Manager dashboard. Refine strategies, test creatives, and reallocate budgets to the best-performing segments.
4. Programmatic Buying and Ad Tech Advancements
Netflix is introducing programmatic buying via platforms such as The Trade Desk and Google’s DV360. This initiative is live in the UK, Germany, France, Spain, and Italy, with global rollout continuing. Beginning in April 2025 in the US, Netflix launched its proprietary ad tech suite (Netflix Ads Suite), with plans to expand across EMEA in subsequent months.
These developments signal a shift from manual buys to a self-serve, automated, and more flexible ecosystem for advertisers.
5. Navigating the UK Regulatory Landscape
In the UK, advertisers must comply with the CAP Code — the Advertising Standards Authority’s (ASA) code for non-broadcast ads. This includes ensuring transparency, avoiding misleading claims, respecting privacy, and following rules regarding content directed at children.
For ad placements on Netflix:
Ads should be clearly identified as marketing material.
Claims in ads must be substantiated.
Behavioural targeting must respect opt-out choices.
Special care must be taken regarding ads likely to appeal to younger audiences.
6. Challenges, Competition, and the Road Ahead
Although Netflix now boasts over 94 million monthly users on its ad tier globally, and its ad business is projected to double in 2025, the landscape remains competitive.
UK broadcasters currently outperform Netflix in advertiser sentiment due to concerns over pricing and engagement metrics — research shows ad-supported households watch up to 40% less content than ad-free ones. However, Netflix’s global scale, deepening ad tech capabilities, and continued format innovation may soon narrow or reverse that gap.
How One Day Agency Can Help
At One Day Agency, we specialise in breaking down the silos between creative, digital, and media buying. As a Top 50 Integrated Agency, we have the expertise and partnerships to navigate complex TV and streaming ecosystems, from traditional broadcasters to platforms like Netflix, Amazon Prime Video, and Disney+.
Our senior-only model ensures that every client benefits from direct involvement of experienced media buyers and strategists. We can help you:
Develop creative concepts that resonate with premium streaming audiences.
Plan and buy across Netflix’s ad formats, optimising CPM efficiency while ensuring compliance with UK regulations.
Integrate streaming activity with broader media plans, from OOH to digital performance, to create campaigns that scale globally while feeling local.
If you’re considering Netflix advertising or looking to integrate streaming into your next campaign, One Day can ensure you get both maximum impact and return on investment.
