Netflix’s Native Advertising: A Blueprint for Success
Netflix's dive into native advertising between 2014-2016 left a lasting mark on the advertising world. These campaigns were hailed as some of the most successful native ads, both by industry professionals and the public. While Netflix, like any other company, aimed to drive revenue, gain attention, and generate positive brand perception, they executed it flawlessly.
The secret to Netflix’s success lies in three key areas: choosing the right publication for each campaign, ensuring transparency by clearly labeling their content as paid, and prioritizing informative and engaging storytelling over self-promotion. These elements collectively formed the blueprint for a winning native advertising strategy, one that continues to serve as a model for companies today.
How Netflix Started Streaming Success
Netflix's journey started not as a streaming giant, but as a DVD-by-mail service. Their shift to streaming in 2007 marked a game-changing moment in entertainment, offering unlimited access to content for a flat fee. The service took off, and by 2013, Netflix began producing original content like House of Cards. This era of original programming, particularly between 2014-2016, was pivotal as Netflix sought to establish itself as more than just a streaming service – they wanted to be seen as a creator of high-quality entertainment.
To solidify their new identity, Netflix turned to native advertising, creating campaigns that blended seamlessly with the publications they partnered with. From tech magazines to financial journals, their ads fit perfectly within the editorial style of each outlet, making their promotions feel natural to readers. However, despite the success of these campaigns, Netflix has since pulled back from native advertising, and their brand has faced new challenges in a crowded streaming market. A return to their earlier advertising strategies could potentially help them regain momentum.
The Criticisms
While Netflix’s native ads were largely praised, they weren't without detractors. An article in the Loyola Law Review critiqued Netflix's New York Times ad "Women Inmates: Why the Male Model Doesn’t Work" for insufficient disclosure, claiming that while the FTC-required label was there, it wasn’t "conspicuous" enough. Although Netflix’s campaigns were generally transparent, this criticism highlights an ongoing debate about the clarity and placement of disclosures in native advertising.
Further criticism came from those who felt that the blending of editorial content with advertising undermined the credibility of journalism. In a 2016 study, participants acknowledged enjoying Netflix’s content but expressed concerns over the integrity of native advertising as a whole. This sentiment underscores a broader industry-wide challenge rather than specific complaints about Netflix's approach.
Crafting the Perfect Native Ad
What set Netflix apart during their 2014-2016 native advertising spree was their keen attention to detail when pairing their content with the right publications. For instance, Wired Magazine ran an article titled “TV Got Better,” which explored the rise of streaming services, perfectly aligning with Wired’s tech-focused readership. By integrating a respected anthropologist to write the article, Netflix added credibility and depth, making the ad feel like a natural fit within Wired’s content.
Similarly, Netflix partnered with The New York Times to promote Orange Is the New Black, crafting an in-depth article about women in the prison system. The journalistic tone and advocacy-driven content mirrored the Times’ typical reporting, making the collaboration feel authentic.
When promoting House of Cards, Netflix turned to The Atlantic, a publication known for its coverage of U.S. politics. The article detailed the relationships between U.S. presidents and their wives, matching the political intrigue central to House of Cards. This ad was especially crucial for The Atlantic as they sought to repair their reputation after an ill-advised failed native ad partnership with the Church of Scientology.
Lastly, the promotion for Narcos in The Wall Street Journal was another perfect match. The article focused on the business of cocaine production and distribution, aligning well with WSJ’s business-oriented audience. The editorial director even stated that this was a story The Wall Street Journal could "own" due to its focus on economics and global trade.
Transparency and Trust
Netflix’s commitment to transparency played a significant role in their success. All of their native ads were clearly marked as sponsored by Netflix, and this openness fostered trust among readers. Studies showed that consumers recognized Netflix’s sponsorship and appreciated that they weren’t trying to be deceptive. In fact, many readers reported an increased sense of trust precisely because Netflix made their sponsorship so clear.
Content is King
The final key to Netflix’s native ad success was the quality of the content itself. Readers consistently found their articles informative and entertaining, often surpassing their expectations for typical editorials. Even though the articles were advertisements, their high production value and engaging narratives won over readers. A study on native advertising and public perception praised Netflix for striking the right balance between information and entertainment, noting that high-quality content is correlated with positive attitudes toward the advertisement and the brand.
Conclusion: A Golden Era of Native Advertising
Netflix’s 2014-2016 native advertising campaigns serve as a masterclass in how to do native ads right. By carefully selecting publications, ensuring transparency, and delivering content that prioritized reader value over blatant promotion, Netflix created ads that resonated with both industry professionals and consumers. For media companies looking to launch their own native advertising campaigns, Netflix’s approach offers a tried-and-true roadmap to success.
Image obtained from Freepik.com
