Netflix Ads

Next on Netflix: Turning a must-watch into a must-buy

Netflix Ads

Industry

Media & Entertainment

What We Did

Brand Strategy
Audience Definition
Messaging Strategy
Socialization & Training

How does the newcomer steal the spotlight?

Netflix announced its ad-supported tier in April 2022, and launched it just seven months later. They knew speed to market mattered. So they went live with a foundational version of the product to establish themselves as a player, even if the offering wasn’t yet at full power.

That launch was met with equal parts excitement and skepticism. The Netflix name carried weight. The promise was big. But so were the questions: could they catch up? Could they meet the market? Could they live up to their innovator and disruptor legacy?

But behind the scenes, they were building fast. In true Netflix fashion, innovation was already in motion. What they lacked wasn’t capability—it was a clear, compelling story.

They needed a global narrative that challenged industry perceptions, clarified their edge, and made Netflix Ads a must-buy for the world’s biggest brands.

In an era of distractions, second-screening and doom-scrolling, Netflix Ads puts brands at the center of attention

People don’t come to Netflix to have something playing in the background, they come to be immersed, entertained, and fully tuned in. In return, they give something no other advertising platform gets at scale—deep, deliberate, undivided attention.

When people are truly tuned in, brand messages don’t  just get seen—they land. When ads don’t disrupt the experience, viewers stay. And when the story on screen aligns with the story of a brand, it resonates.

This unique viewing behavior and premium viewing experience became the anchor of the Netflix Ads positioning; Netflix Ads puts brands at the center of attention. 

This positioning was brought to life across the organization—giving every team a lens to shape Netflix’s story and product around what makes its attention so valuable, and enabling brands to cash in on the gold Netflix already holds.

Netflix Ads Website Developed by Basic

Partnering with Redscout as an extension of our team proved to be a true value add! Collaborative, thoughtful, creative and best-in-class.

Mara Rigney

Sr. Manager, Brand Strategy & Marketing Partnerships

Netflix Ads President, Amy Reinhard, at 2025 Upfronts

IMPACT

Netflix Ads has gone from newcomer to top-contender

Netflix debuted the new positioning in front of 600 advertisers at their second-ever Upfront, and buyers took notice. The response was immediate, and the press was overwhelmingly positive.

Netflix has reported they expect to double ads revenue in 2025 YOY.

 “This [Upfront] was an arrival moment for Netflix.”  – Media Agency President

Creative Platform Developed by Wieden + Kennedy

STATUS

Taking the steps towards becoming a must-buy

The positioning is now rolling out globally, supported by a cross-functional playbook that aligns product, sales, and partnerships around their new North Star.

A soft launch of a global creative platform inspired by the positioning is underway—first unveiled at Upfronts and now rolling out across key brand and marketing touchpoints.