Product Placement: How to Advertise on Netflix
Posted: Thu Dec 05, 2024 10:10 am
Television advertising is beginning to change its model. Instead, Netflix is becoming one of the largest sources of entertainment for today's consumers, and marketers need to be aware of the formats that work best on this channel .
To better understand how advertising works on Netflix , let's look at some of the conclusions from the final thesis The phenomenon of product placement in Netflix series , carried out by Celia Díaz Muñoz for the Faculty of Communication of the University of Seville.
Do you want to know the 128 digital marketing trends and predictions that will change the landscape of our sector in 2024 ? Click here and download the free ebook we have prepared for you with all the information.
Product placement: the way to advertise on Netflix
Product placement on Netflix
For users, Netflix offers a large catalog of streaming audiovisual products free of advertising. This might make us think that it is not possible to advertise on the platform, but the reality is that it does use a type of advertising that users do not usually perceive as such: product placement .
With product placement, the product becomes just another element of the plot. The viewer responds indifferently or even positively, since it does not interrupt their experience and does not relate it to classic television commercials.
However, despite its discretion, product list of palestine consumer email on Netflix is a market that moves large sums: "In almost all Netflix series, the choice of the products that appear on screen is made after payment by the interested party. If Frank Underwood uses a smartphone, rest assured that the second one he has appeared on has cost the manufacturer quite a bit. Specifically, according to the study in question, the figures move between $50,000 and $500,000 per appearance."
It is interesting to note that some series are not suitable for product placement, for example because they are set in the past. This makes the value of those that are suitable for product placement even higher.
Within the Netflix series analyzed, 4 main types of product placement can be distinguished :
Verbal placement : the product is named, but the actors do not manipulate or interact with it.
Passive placement : the product is part of the background decoration of the series, but no one uses it or names it.
Active placement : characters manipulate the product.
Hyperactive placement : the characters manipulate the product and also make explicit reference to it.
To better understand how advertising works on Netflix , let's look at some of the conclusions from the final thesis The phenomenon of product placement in Netflix series , carried out by Celia Díaz Muñoz for the Faculty of Communication of the University of Seville.
Do you want to know the 128 digital marketing trends and predictions that will change the landscape of our sector in 2024 ? Click here and download the free ebook we have prepared for you with all the information.
Product placement: the way to advertise on Netflix
Product placement on Netflix
For users, Netflix offers a large catalog of streaming audiovisual products free of advertising. This might make us think that it is not possible to advertise on the platform, but the reality is that it does use a type of advertising that users do not usually perceive as such: product placement .
With product placement, the product becomes just another element of the plot. The viewer responds indifferently or even positively, since it does not interrupt their experience and does not relate it to classic television commercials.
However, despite its discretion, product list of palestine consumer email on Netflix is a market that moves large sums: "In almost all Netflix series, the choice of the products that appear on screen is made after payment by the interested party. If Frank Underwood uses a smartphone, rest assured that the second one he has appeared on has cost the manufacturer quite a bit. Specifically, according to the study in question, the figures move between $50,000 and $500,000 per appearance."
It is interesting to note that some series are not suitable for product placement, for example because they are set in the past. This makes the value of those that are suitable for product placement even higher.
Within the Netflix series analyzed, 4 main types of product placement can be distinguished :
Verbal placement : the product is named, but the actors do not manipulate or interact with it.
Passive placement : the product is part of the background decoration of the series, but no one uses it or names it.
Active placement : characters manipulate the product.
Hyperactive placement : the characters manipulate the product and also make explicit reference to it.