The Power of Netflix Advertising: How Brands Can Dominate in the Connected TV Era
7 Jul , 2025
In today’s digital-first world, brands must adapt to where consumers spend their time—and increasingly, that’s on streaming platforms like Netflix. With Netflix’s ad-supported tier now reaching 40 million global monthly active users (as of May 2024), businesses have a golden opportunity to engage highly attentive audiences in a premium, low-competition environment.
But how can your brand effectively leverage Netflix advertising? What makes it different from traditional TV or social media ads? And how can AsiaPac Group, as a performance-driven digital marketing partner, maximise your ROI? This article explores:
All About Netflix and Netflix Advertising
How Does Netflix Advertising Work?
Netflix Advertising Features Explained
Why Should Brands Integrate Netflix Advertising into Their Digital Marketing Strategy?
Premium audience access: Over 40 million monthly active ad-tier users who actively choose to spend hours immersed in content (versus seconds on social media)
Unmatched engagement: Ads achieve 1.5–2.8× higher recall than linear TV, with 90%+ completion rates
Hybrid advantages: The brand-safe environment of television combined with digital’s targeting capabilities
Data-driven precision: First-party viewing insights enable alignment with specific genres, moods, and behaviors
1. All About Netflix and Netflix Advertising
Netflix is the world’s leading subscription-based streaming platform, with over 301.6 million global subscribers across 190+ countries, showing a 12.5% year-over-year growth, as of May 2025. Known for award-winning originals like Stranger Things and The Crown, Netflix revolutionised entertainment with on-demand, ad-free viewing—until its 2022 launch of an ad-supported tier.
Source: Demandsage
Available in 12 markets, including the United States, Canada, United Kingdom, Mexico, France, Germany, Italy, Spain, Brazil, Australia, Japan, and South Korea, Netflix’s advertising platform is transforming digital marketing by combining the scale of Connected TV (CTV) with hyper-engaged audiences. According to Nielsen’s 2024 report, 87% of U.S. households own a CTV device, and Netflix accounts for 8.5% of total TV viewing time—giving brands access to a captive, big-screen audience.
Advertisers can also benefit from Netflix’s #1-rated brand-safe environment, where—according to Netflix—39% of users aren’t reachable on other ad-supported streaming devices, while members spend an average of 2 hours daily immersed in content. This rare mix of CTV dominance, exclusive reach, and low ad competition positions Netflix ads as a must-buy for performance-driven brands.
2. How Does Netflix Advertising Work?
Netflix's CTV advertising platform combines its self-serve Netflix Ad Manager with programmatic partnerships to create a streamlined yet powerful connected TV ad-buying experience. The Netflix Ad Manager serves as the central hub where advertisers can set up CTV campaigns, select target audiences, upload creatives, and access performance reports—all within Netflix's streaming TV ecosystem.
For broader programmatic access, Netflix integrates with leading CTV-focused demand-side platforms (DSPs) like Google Display & Video 360, The Trade Desk, and Microsoft Advertising, appearing as a dedicated CTV ad exchange while leveraging Magnite's supply-side technology. This means advertisers can execute programmatic CTV buys through these DSPs while still benefiting from Netflix's premium, brand-safe streaming TV environment.
Source: Ad Age
Targeting capabilities are robust CTV advertisers, covering demographics (age, gender), geographic location, content-based segments (genre, Top 10 titles), and even audience interests and viewing moods. Advertisers can also optimize for CTV devices (v.s. desktop or mobile) and daypart.
For creatives, Netflix simplifies the process: advertisers provide just a logo, and Netflix generates custom bumpers. Accepted ad lengths range from :10 to :75 seconds, adhering to the platform's high production standards. Measurement includes native Ad Manager reporting, third-party effectiveness studies (for Programmatic Guaranteed deals), and attention metrics to gauge big-screen brand impact. Direct buys unlock premium CTV placements like In-stream Video Ads, Pause Ads, and Premium Sponsorship Packages, while programmatic deals (PMPs and PG) offer scaled access. As Netflix expands its CTV ad offerings, advertisers gain more ways to align with hit content—from Stranger Things to Emily in Paris—while navigating a still-evolving but high-potential connected TV advertising landscape.
3. Netflix Advertising Features Explained
Netflix offers a diverse range of premium CTV ad formats designed to engage viewers at every stage of their streaming experience while maintaining the platform's high-quality standards. These solutions combine the impact of television advertising with the precision of digital CTV marketing.
Key Ad Formats:
1. In-stream Video Ads (:10 to :75 seconds)
Netflix's core video advertising solution delivers full-screen, non-skippable placements that maintain the platform's premium viewing experience. These high-definition ads appear either:
→ Pre-roll: Before content begins, capturing peak attention
→ Mid-roll: During natural breaks in longer programs
Research shows these placements CTV placements achieve 1.5x higher brand recall than linear TV, with 30-second spots being particularly effective for big-screen message retention. While Netflix's ad platform spans 12 countries, brands should note important regional variations in advertising specifications - from ad formats and minimum spends to compliance requirements. We recommend consulting local market guides to optimize campaigns for each region's unique CTV viewing behaviors and regulatory landscape.
Source: Netflix Internal Data, 2024
2. Pause Ads
A uniquely digital format that respects viewer experience:
→ Activates after a 5-second delay when content is paused
→ Achieves extended dwell times, with 77% of members keeping the ad on screen for 15+ seconds
→ Delivers messaging without disrupting viewing flow
Source: Netflix Internal Data, 2024
3. Premium Sponsorship
Exclusive sponsorship opportunities that provide brands with prominent positioning within the platform's content ecosystem. These packages typically include:
→ First-ad positioning in premium content
→ Custom :06 branded bumpers
→ Guaranteed pre-roll placements which drives 2.8x higher recall than linear TV ads
Source: MediaScience, 2024
4. Interactive QR Code Integration
An emerging solution that bridges the gap between passive viewing and active engagement. These scannable codes can be incorporated into both standard video ads and pause experiences, enabling:
→ Enables instant access to websites, promotions, or exclusive content
→ Turns passive viewing into measurable engagement
Source: Netflix Advertising
5. Live Event Advertising (U.S. Market Only)
A specialized offering for Netflix's growing live programming slate, including sports and entertainment events. The solution combines traditional video ad placements with unique sponsorship opportunities tailored to real-time viewing experiences. Advertisers can align now with tentpole programming moments when audience attention and engagement peak, creating impactful cultural connections.
Source: Netflix Advertising
4. Why Should Brands Integrate Netflix Advertising into Their Digital Marketing Strategy?
Each format is strategically designed to leverage Netflix’s high-engagement streaming environment while maintaining strict quality standards that prioritise viewer experience. The platform’s limited ad load (just 4-5 minutes per hour) ensures every impression delivers maximum impact, with all creative executions required to meet Netflix’s premium content guidelines. Together, these solutions represent a transformative approach to streaming advertising—one that seamlessly balances audience satisfaction with measurable brand results.
The evolving suite of options enables advertisers to execute full-funnel strategies within Netflix's ecosystem, from upper-funnel awareness campaigns to performance-driven initiatives with measurable conversion pathways. As Netflix continues innovating its ad products, early adopters gain a decisive competitive edge in reaching the platform’s valuable, hard-to-access audiences.
Netflix Advertising Summary
In today's shifting media landscape, Netflix’s advertising platform has become a strategic imperative for forward-thinking brands. With traditional TV viewership declining and digital channels increasingly saturated, Netflix delivers:
As certified CTV advertising experts and early adopters in Netflix's advertising solutions, AsiaPac Group transforms streaming into a performance channel through strategic audience targeting, premium creative development, and full-funnel integration. Our approach connects Netflix campaigns to your broader digital strategy while tracking true business impact beyond basic metrics.
With Netflix's ad platform still in its high-growth phase, brands that develop sophistication now gain a decisive first-mover advantage. Ready to leverage Netflix's premium ad platform? Let’s transform viewers into customers contact us today to launch your high-impact streaming strategy.
About AsiaPac Net Media
With an extensive digital marketing experience of serving more than 5,000 clients across the region in sectors such as education, travel and hospitality, retail, finance, Government and others, AsiaPac Group’s expert team is highly recognized for the excellence in providing performance-driven services to customers from Hong Kong, Taiwan and the PRC, and global corporates targeting Asia markets. AsiaPac has local offices across Asia Pacific regions, including Hong Kong, Mainland China, Taiwan, Japan, Korea, Singapore, Malaysia, Thailand, Vietnam, and Indonesia. If you’d like to learn more about AsiaPac and the work we’ve done, visit our cases page. For more information on AsiaPac and our services, please contact us at info@asiapac.com.hk/ info@adtechinno.com.
