It was a love story consisting of legends, and it lasted for decades between commercial television and the advertising industry. Commercial tv and the ad industry were the annoying couples that meshed like peanut butter and jelly. Television knew how to convey universal messages to a broad audience, and advertising knew how to instill in them the need for something they did not think they needed.
This power couple seperated. Occasionally commercial TV even manages to generate a 25% in the “reality” industry, but the magic is beginning to expire. What used to be universal and extensive, is now targeted, intimate and personal. Instead of shouting at a million people in prime time and hoping they bite, it is much cheaper and more effective to whisper in just the right ear with the help of Google and Facebook. Netflix took this same technology and turned it on its face.
Take a quick second to think about your favorite Netflix Originals
Each with its own identity.
All carry with them the prestige of being hit shows that pull in substantial ad revenue.
More personal, More exciting
The change that Netflix brought to TV is similar to the one that Google and Facebook brought to advertising. Instead of pushing universal content, Netflix library is a playground of niches - "something for everyone." A vast abundance of content. A viewer can choose according to their taste and the trends of their choices. Netflix regularly produces character-oriented range and personal stories to create an emotional connection with the audience. This is how series like “Bo Jack Horseman” were created.
“Horsman”, "House of Cards" and "Orange is the New Black" have a devout and enthusiastic fan base, which has created buzz and turned them into word-of-mouth hits.
This was an approach of intimate creativity.
המבוססים על תוכן אהוב, מאפשרת לנטפליקס לייצר תוכן מותגי שהוא חלק אינטגרלי מהסיפור. בשנה שעברה פנתה ענקית הסטרימינג לקוקה קולה עם יוזמת תוכן, לקראת העונה השלישית של "דברים מוזרים". העונה של הסדרה הנוסטלגית, שהתרחשה בקיץ 1985, ביקשה להציג את "קוקה קולה החדשה" (ניסוי כושל של קוקה קולה להמציא את המשקה הפופולרי מחדש, בעקבות התחרות הגוברת בשוק באותה תקופה).
After the failed attempt, "New Coca-Cola" was taken off the shelves, and inevitably 46'ed
Instead, Coca-Cola chose to rebrand their product under stranger things' auspice and gave it new life doing so!
Half a Million cans were collected virtually overnight, and Netflix quickly conducted a six-month study on the original marketing and visibility of the product to continue the success.
"It was one of our highlights.”
“And one of the biggest milestones in the company,” said Jeff Cottrill, senior vice president of marketing strategy at Coca-Cola.
“Friends” Was There First
Netflix did not invent the content+brand connection. 25 years ago, "Friends'' presented an entire episode born out of a commercial collaboration with furniture giant Pottery Barn. NBC network needed to create solutions that cover high costs, and so in 2004 partnership with the furniture brand was formed. The result is an entire episode about Phoebe's hatred of Pottery Barn and Rachel's attempt to hide from her that the new table in their apartment was a Barn product. The episode is considered one of the most successful in the history of the series, and on the 25th anniversary of the first episode, the chain recently released a furniture collection based on the series. That is precisely the winning model Netflix wanted to recreate.
In the Spirit of the Series
The Friends model stemmed from just one episode. Netflix has built an entire business model built on branded content. "Drive to Survive," a docu-series, which follows Formula 1, was created in close collaboration and with funding from the prestigious racing brand. This quality sports content could be marketed to subscribers who are fans of the industry around the world. The brand enjoys exposure to new audiences in the form of entirely organic content.
The benefits of collaborating with Netflix are clear: the company's capabilities to attract top-notch creators; The creative freedom it confers; And, of course, over 150 million subscribers. All this is accompanied by a custom recommendation algorithm that exposes the content to the right end-user - quality market optimization at its best.
Some brands prefer to jump into the water themselves. Airbnb has created the movie "Gay Chorus Deep South," which was selected Tribeca Festival's official competition. The film depicts the tour of a proud men's band from San Francisco in the southern United States and includes scenes in which Christian landlords and conservatives negotiate with the band members. Brands such as Lexus, Volvo, P&G, and Nike have also recently led independent series and movies.
First the Content Then the Brand
It's a thing of the past; advertisers tried to meet the audience at their favorite show's commercial break. That model is now disappearing. The most attractive market segment - Gen Z - does not need advertisements, which are very sensitive to any aggressive product placement attempt. Creating a relationship with them is through organic assimilation into the content they love and integration into the story.
Netflix's concept is that content comes before the product and brand. A good, exciting, and entertaining story, with a personal angle that creates a connection - is the most essential aspect. Once a community is built around the content, brands can be incorporated to meet the target audience where it is open and defenseless, thus increasing the chance of connection. The Netflix model is paving the way for the honest ad industry's future and seems to pull its weight in dollars. Forever will we never, have to suffer an ad on TV, ever again.