"Netflix Viewers Focus on Ads as Much as Content"
Quantifying Viewer "Attention" and Linking It to Advertising Effectiveness
On September 3, Netflix announced the official launch of its proprietary advertising platform, "Netflix Ads Suite."
Lee Chun, Director of Netflix Korea's Advertising Business Division, is introducing the proprietary advertising platform 'Netflix Ads Suite' at the first large-scale event for advertisers on the 2nd. Provided by Netflix
Netflix Ads Suite measures advertising effectiveness based on viewer "attention." Attention is a quantified metric that indicates how long a viewer's gaze remains on the screen and how focused they are on the advertisement. This enables advertisers to design their campaigns with greater precision.
At an advertiser event held the previous day, Netflix emphasized the value of "immersion and attention" as a solution for the fragmented media era. The company explained that immersive content engagement by viewers increases ad attention, which in turn maximizes advertising effectiveness. Since its introduction in November 2022, Netflix's ad-supported subscription plan has seen half of new subscribers in the 12 countries where it is available choosing this option. According to global research firm Kantar, viewers who focused on Netflix ads for more than 14 seconds showed a 39% increase in brand favorability. This is significantly higher compared to the group that paid attention for just one second (26%).
Lee Chun, Director of Netflix Korea's Advertising Business Division, explained, "Viewers on Netflix's ad-supported plan tend to watch content with high concentration, and their attention actually increases after watching for more than three hours." He added, "A key characteristic is that viewers focus on advertisements as much as they do on the content itself."
Through this platform, Netflix offers a variety of contextual targeting options, including title selection based on specific shows and viewer-based interests and viewing moods. The company is also expanding unique advertising solutions exclusive to Netflix, such as "single title sponsorships" that connect specific shows with brands. This allows advertisers to run campaigns tailored to the actual immersive context of viewers, going beyond traditional demographic criteria.
During the event, Netflix introduced a range of partnership case studies. The Korea Tourism Organization, for example, increased interest in Korean culture through the "Escape to Korea" campaign, which leveraged titles such as "Squid Game" and "All of Us Are Dead." KT collaborated with the animation "What This Planet Needs" to release a music video that delivered a technological message about "future artificial intelligence (AI)" in an emotional way.
Director Lee Chun stated, "In an increasingly complex media environment, capturing the genuine attention of viewers is more important than ever." He continued, "Based on our strength in attention, Netflix will continue to create an advertising environment where advertisers can effectively deliver their brand messages, and we will strive to provide the highest value to both viewers and advertisers."
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