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Online video streaming giant Netflix pushes programmatic

US-based Netflix,
the online video platform, believes that programmatic advertising can provide
numerous benefits for its brand – not least the ability to deliver personalised
marketing messages at scale, reports Warc.

US-based Netflix,
the online video platform, believes that programmatic advertising can provide
numerous benefits for its brand – not least the ability to deliver personalised
marketing messages at scale, reports Warc.

Kathy O’Dowd, Netflix’s Global Director/Programmatic Marketplace and Channel Development,
discussed this topic at MediaPost’s OMMA Programmatic Display conference.

“We are moving to programmatic, in part, because it is so efficient, she
was quoted in the report as saying.”We can be more individualised in the
kind of marketing that we’re doing – and that’s ultimately, I think, every
advertiser’s dream.” 

“You think about Netflix as a brand: we could be a fit for anyone with a
credit card and an internet connection. But that doesn’t mean that we’re going
to benefit from approaching everyone in the exact same way,” O’Dowd told Warc.
Given that Netflix has an extremely broad potential audience, its need for
tailored digital communications is especially powerful.

“So, programmatic allows for that database buying. Then, on the flipside,
the automation of it is great because we can do individualised marketing at
scale.” One of the organisation’s main objectives on programmatic, she
continued, is to attract new customers.

And by leveraging its vast tranche of in-house data, the company is able to
construct detailed profiles covering the probable attitudes and habits of these
target consumers.

“Our ultimate advertising goal is to build the business, and so we’re
looking for people who haven’t subscribed yet across the countries where we are
live,” O’Dowd was quoted in the report as saying.

“And so our current user data is interesting to help us understand, ‘Well,
what other kinds of titles are people interested in?’ ‘What do these fans look
like?’ so we can use that as a proxy for informing third-party and second-party
data buys.

“In programmatic, we have the added benefit of saying, ‘I know something
intentional, I know something behavioural about a person, and then I’m also
going to find them in a venue where they are in the correct frame of
mind’.”

The
company is reportedly planning to enter India by 2016.
The potential launch
could shake up India’s nascent VOD market which has seen recent entrants like
Hooq, Hotstar, Ditto TV and Eros Now. Other potential competitors for Netflix
in India include Hotstar backed by Fox’s Star India network and broadcaster
Zee TV’s Ditto TV.

Netflix is one
of the leading on-demand internet streaming media companies in the world with
around 62 million subscribers. More than 40 million of those users are in the
US, a market which has become crowded with HBO Now, Sling TV and Sony entering
the content streaming segment.

According to a
recent report by one of Silicon Valley’s leading VC firms Kleiner Perkins,
India leads the world’s internet user growth across all platforms. “We
have said we plan to be nearly global by the end of 2016. We have nothing else
to share at this point,” a Netflix spokesperson said in an e-mail
recently.

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