The way we consume media has changed because of the presence of on-demand streaming services such as Netflix. Cable subscription seems redundant these days, and a good number of households opt out of them in favour of a Netflix subscription instead. After all, it is more convenient to watch all the episodes of a show in one sitting — and with no commercials to sit through.
It sounds like a win for viewers, but what does this mean for digital marketers? Is the business of advertising dying because of Netflix? The answer, thankfully, is no.
A Different Form of Advertising
What Netflix gave rise to is a new form of advertising that goes beyond traditional SEO services. Now, marketers in the Gold Coast can do something more integrated. Let us take the case of Stranger Things, for example. As one of the streaming platform’s most successful shows, it would have plenty of commercials if it was on cable TV. On Netflix, each season is dropped in its entirety, which means over eight hours of continuous content. Netflix has partnered with several brands for the nostalgic feel of the show and the carefully placed advertisements. They are subtle but effective, which is different from the obtrusive and obvious ads we are used to, but they get the job done.
For a while, influencers hit the jackpot when it came to brand partnerships. Internet personalities who have struck a deal with different brands integrated advertising into their content. Vloggers would post reviews or talk about the brand in their latest videos. Instagram models will be seen wearing the latest apparel or going places sponsored by a particular company. Now, brand partnerships include even celebrities, with Rihanna, BTS, Harry Styles and many others representing brands in one way or another.
Whole Brand Marketing
When your favourite brand has a new product to be launched, most of its marketing will be product-specific. The advertisements you notice will talk about the product, with some mention of the company in passing. When advertisements are done in-show, however, the line is blurred between product and brand. They become synonymous in this context. You are advertising the whole of Subway when you feature their logo, store or meals without digging into the specific menu items you want the customers to buy. When you name-drop Coca-cola or talk about its recognisable packaging, you are not simply talking about one drink and can advertise without resorting to its thirst-quenching quality.
Anyone Can be an Influencer
It is not one specific personality who is advertising your brand; it is the whole show. This means any of the cast could be holding, consuming or talking about your product, which would cost you the rates of several influencers if you were to make a brand deal with each one of them. Though this is not about the expense, as brand partnerships with shows often cost millions, it is more about the overall presence and marketability of your brand. You are targeting a demographic, and what better way to reach out to them than to have a group of people in that demographic to talk about your brand as if they were talking to their peers?
Your advertisement opportunities have not narrowed because of viewers switching to on-demand streaming platforms. If you look at it from a different angle, your opportunities might have even widened.