At Digital Freak in Melbourne, we love to stay ahead of the game, especially when it comes to finding new ways to help small businesses make the most of their advertising dollars. And the latest exciting news from Google Ads has us buzzing! Google’s Display & Video 360 (DV360) just added Netflix advertising inventory to its platform, opening up a world of opportunity for marketers looking to reach Netflix’s engaged audience.
Imagine this: You can now show your ads on Netflix, one of the most popular streaming services in the world, through Google’s advanced advertising platform. If that sounds like something that could give your business the boost it needs, you’re in the right place. Let’s dive into what this means and how you can start leveraging Netflix inventory to supercharge your campaigns.
Direct Access to Netflix Inventory through DV360
First, let’s talk about access. If you’re already using Google’s Display & Video 360 platform (or working with an agency like Digital Freak that knows the ropes), you can now tap directly into Netflix’s ad inventory. That means you can display ads on Netflix content through private marketplaces set up in DV360. The exciting part? Programmatic guaranteed options—where you can lock in ad placements across Netflix’s shows—are coming soon.
For advertisers, this is huge. You’re not just buying general ad space; you’re getting into Netflix, where users are highly engaged, watching content they love. With Netflix’s growing ad business, you have a chance to reach people where they’re paying close attention—right in the middle of their favourite shows.
Why This Matters for Small Businesses
Access to premium inventory like Netflix was once reserved for giant brands with massive budgets. But with Google integrating Netflix into its ad ecosystem, small businesses can now enter the game, running tailored campaigns that reach Netflix viewers at key moments. No need for million-dollar budgets; you can access Netflix’s ad inventory directly through private marketplaces and soon through programmatic guarantees.
Expanded Buying Capabilities with Netflix
Now, let’s look at how to actually get your ads in front of Netflix viewers. Google’s DV360 platform allows you to set up private 1:1 marketplace deals with Netflix. This gives you the chance to create highly targeted campaigns directly with Netflix’s ad inventory. Essentially, you can strike deals that ensure your ads appear during specific types of shows, genres, or even events, like live sports or popular premieres.
And here’s the real kicker: starting in November, programmatic guaranteed options will be available. This means you’ll be able to lock in ad placements with guaranteed impressions, adding a level of security and predictability to your campaigns.
Why This Matters for Small Businesses
As a small business, programmatic guaranteed deals give you the peace of mind of knowing exactly where your ads will appear and how many viewers you’re going to reach. It’s like having a reservation at the best restaurant in town—you know you’re going to get a spot, no matter how busy it is.
This opens up huge possibilities for small and medium-sized businesses (SMBs) that might not have the time or resources to negotiate one-off ad placements with major media companies. Now, thanks to Google’s integration, you can set up campaigns through DV360 with a few clicks and start reaching Netflix viewers, whether you’re launching a new product, promoting a seasonal sale, or boosting brand awareness.
Measurement and Verification: Stay on Top of Performance
For any advertiser, especially small businesses where every dollar counts, knowing exactly how your ads are performing is crucial. Google’s Campaign Manager 360 tool provides impression verification so you can track how often your ads are being seen on Netflix and ensure that your campaign is delivering what you expected.
In addition, Google has extended its partnerships with industry leaders in verification, including DoubleVerify and Integral Ad Science (IAS). These partnerships provide an extra layer of accountability, verifying that your ads are being shown in brand-safe environments and reaching real, engaged viewers.
Why This Matters for Small Businesses
Transparency and trust are key. When you’re investing in Netflix’s premium inventory, you want to be sure your ads are hitting their targets and getting the visibility you’re paying for. With these tools, you can measure and verify your ad performance, optimising your campaigns on the go to ensure you’re getting the best return on investment (ROI).
Global Availability: Reaching Beyond Borders
Right now, this Netflix integration is available to advertisers in the US, Canada, Brazil, and Mexico. But don’t worry—Google has plans to roll it out globally in the coming months. So, whether your small business is targeting local audiences or looking to expand into international markets, you’ll soon be able to reach Netflix viewers no matter where they are.
Why This Matters for Small Businesses
If you’re running a small business with dreams of growing globally (or even just regionally), this integration will soon give you the opportunity to advertise to Netflix viewers in multiple countries. That’s a game-changer for businesses looking to reach an audience far beyond their current borders.
Netflix’s Ad Business Growth: Why Now’s the Time to Get In
Netflix is making waves with its ad business, reporting a 150% increase in upfront ad sales commitments over 2023. This surge is largely thanks to Netflix’s partnerships for popular shows and live events. Basically, Netflix is growing its ad inventory at lightning speed, and brands—both big and small—are eager to get in on the action.
What does that mean for you? It means there’s never been a better time to start advertising on Netflix. With more inventory comes more opportunities for brands to place their ads in front of Netflix’s highly engaged, subscription-based audience.
Why This Matters for Small Businesses
Netflix isn’t just for the big players anymore. With Google’s DV360 integration, you have the chance to get in early, while the platform is still growing its ad capabilities. It’s an incredible opportunity to be one of the first small businesses in your niche to tap into Netflix’s engaged viewer base. And because Netflix’s ad business is just getting started, there’s plenty of room for creativity and growth.
Maximising Your Netflix Ad Campaign: Tips for Success
Now that Netflix ads are within reach, how can you make sure your campaigns stand out and drive results? Here are a few tips to get the most out of your Netflix ad strategy:
- Tailor Your Message: Netflix viewers are highly engaged with the content they’re watching, so your ads need to blend seamlessly with the viewing experience. Think about how your ad can complement the type of content your audience is consuming, and tailor your message to fit the mood.
- Use Data to Target Your Audience: Google’s DV360 allows you to use advanced targeting features to reach specific segments of Netflix’s audience. Make use of demographic data, geographic targeting, and viewing behaviour to ensure your ads are seen by the right people at the right time.
- Keep It Short and Sweet: Viewers on Netflix are there to watch shows, not ads. Keep your ads short, impactful, and to the point. Aim for high-quality creative that grabs attention quickly and delivers your message within the first few seconds.
- Leverage Programmatic Guarantees: Once programmatic guaranteed options become available, take advantage of them! Guaranteed impressions ensure that your ad will reach a certain number of viewers, helping you maximise your budget and minimise wasted spend.
- Monitor and Optimise: With tools like Campaign Manager 360 and partnerships with DoubleVerify and IAS, you can monitor your ad performance in real-time. Use this data to optimise your campaigns, tweaking your targeting or creative to get the best possible results.
Ready to Connect with Netflix Viewers? Digital Freak Can Help!
At Digital Freak, we’re all about helping small businesses make the most of every online advertising opportunity. With Netflix’s integration into Google Display & Video 360, you now have the chance to level up your connected TV (CTV) campaigns like never before.
We can help you navigate this exciting new advertising space, setting up your campaigns for success and ensuring you get the most bang for your buck. Ready to get started? Let’s chat
about how we can help your small business reach Netflix’s engaged audience and start seeing real results.
Get a FREE strategy call with Digital Freak today, and let’s take your advertising to the next level!
I’m all about making your online ads pay. As a PPC pro, I spend my days and nights creating, optimising, and analysing client strategies so they deliver the clicks. With a mix of creative and analytical strategies, I’ll make sure your campaigns land your business the top spot – and that customers see you first.
