The battle for ad share, revenue, and a fleeting split second of valuable attention is currently quite fierce, and Netflix is looking to find new opportunities for advertisers to shine! Single-title sponsorships will effectively plant a viewer in front of a powerful message before they embark on a mission to escape reality for a few by binge-watching, and live sports have lately possessed quite a magnetic draw. Frito-Lay’s Smartfood popcorn brand has become the single-title sponsor for the next electrifying season of the reality sensation “Love is Blind.”
From Pits to Putts: Netflix’s Battle Royale – Drive to Survive F1 vs. PGA
The Netflix Cup savvily pitted today’s high-octane loving and quite skilled F1 drivers against the fairway-trained professionals in the ranks of PGA golfers in a rousing match-play tournament. T-Mobile and Nespresso were other sponsors, as the experimental and savvy “planned binge ad format” will linger on the screen for 30 or 60-second brand spots before letting viewers enjoy a commercial-free episode. It has recently been found that 80% of ad-supported members of streaming platforms watch for two hours or more, which positions long-form advertising at a well-defined advantage.
A Pre-Emptive Segway for High-Performers:
These brand-new ad formats and sponsorship opportunities join an existing Top 10 ad format that puts brand media placements strategically into the top-viewed shows on the platform. Every savvy and portfolio-wielding real estate expert claims that “location is everything”, and having your ads situated directly before the top shows on air is bound to provide longstanding value. Opportunities such as this position the streamer to be parked in front of spots in a natural format, with a bit more undivided attention before a full-length feature.
Nespresso had long desired more of a stronghold in the U.S. market and was searching for a chance to boldly make a statement. Audiences are currently very hungry for the opportunity to witness a cultural moment: different viewpoints and opportunities to feel as if they are a part of something big are quite difficult to gradually wear thin. As the nation’s predominant streaming platforms struggle and vie for revenue, the stage has been set for advertisers to pull out all the stops as the fiscal year wraps up.
Attention-Grabbing Sentiment for Coptic Times:
Even though customers are fleeing traditional TV, the ones that have chosen to stick around are often doing so for the promise of live sports. In September, the return of the National Football League and college football seasons was quite beneficial to both broadcast and cable TV viewership. Broadcast sports viewership was up 360%, compared to just 222% during the same time last year. Even though streaming viewership dropped for the second straight month, Disney’s ESPN carried the top 11 cable TV telecasts during September.
As the “Formula 1: Drive to Survive” program had grown such a strong following, it shed light on the fervor and positive momentum that docuseries can generate. The strategic decision to showcase 30 or 60-second brand spots before a binge-watching session is a very savvy means of “rewarding” viewers for their sense of loyalty while helping distinguished brands stand out. The offering of the “Top 10” ad format allows media to be placed in the “For You” and “Keep Watching” sections, providing a prime opportunity to connect with audiences.
The Sports Craze & Holistic Integration:
Connecting with audiences is just as important as assuring that they remember your brand name and offers within a split second. Embedding advertisements in the most talked-about top shows is an excellent way to connect with audiences, who are fanatical and long standing with their support and traditions. For Nespresso, this unique opportunity represents a very important step in “household penetration build mode”, and solidifying relevance during turbulent times.
As brands continue to embrace these specially tailored avenues, viewers will benefit from a more engaging and immersive streaming experience. This will allow a very straightforward message to blend a bit more seamlessly with content, and not exist as such a “prominent interruption.” One of the reasons Netflix stands out is that it has not pursued a deal with a major league as some of its rivals have. This event comes at a time when services such as Peacock and Max provide live sports offerings as a nearly disruptive differentiator.
Maximizing Magnetic & Visceral Visibility:
Other huge changes on the horizon will soon be evident as other strategies emerge in a ferociously competitive landscape. If a Netflix user subscribed to the Standard with Ads plan chooses to view three consecutive episodes in a row with ads, they will soon be rewarded with a fourth episode minus the advertisements. This option is set to launch globally early next year and will allow Netflix’s advertising partners a highly desired front-row seat into what triggers a subscriber to binge-watch. Hosts of the Insider Intelligence podcast claimed last week that this move will pay off in a major way for the streaming platform, which has been observing emerging trends closely to reach this decision.
Whether it’s captivating blog content or a strategy to propel your digital agency ahead at light speed, FarFetched Studios can transform your advertising approach. It is now more important than ever to lead the way instead of merely breaking even while securing your position as an industry trendsetter. Sporting events create an environment of high emotion, along with a chance to make an incredibly strong impression. Contact us today and find out about opportunities to benefit from the countdown to the next event!