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Better reporting can improve email performance

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Whether you think of email as an art, a science or both (as I do), there’s no escaping the reality that email is a numbers game through and through. Knowing which numbers (or metrics) to track will help you assess and continually optimize your email program’s performance and help you find useful solutions to improve it.

But that’s only the beginning. Numbers need context to give them meaning. That’s where effective reporting comes into play.


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Six ways email reporting builds your email program

Although it’s a key component of successful email marketing, email reporting can be a major challenge for many email teams. Reporting often takes a backseat when the email team has one person on it, or the team manages many other channels besides email.

But when you do reporting right, your reports can help you drive success in six ways:

  • Track trends: Reporting, especially when done at several time intervals such as weekly, monthly, yearly, and year-over-year, will help you see where your numbers are trending up or down.
  • Generate insights: Your reports will include your insights, based on these trends, into diagnosing problems and suggesting ways to improve your program or new areas to explore.
  • Budget and plan effectively: Regular reports will help you see if you’re spending your current budget on things that work and highlight areas where you might need to seek additional funding to close gaps or move your program forward.
  • Drive testing: The insights you gain from regular reporting can also highlight areas you want to test. This goes way beyond a one-off subject line or call-to-action testing. Instead, your reporting can guide tests in message content, design, strategy and other high-level areas.
  • Inform leadership: An in-depth, organized report with figures, analysis and insights keeps your leadership clued into your email performance. Your executives will be more likely to read your reports if they know they’ll learn valuable information, not just stare at columns of numbers presented without context.
  • Show email’s value to everyone: Reporting helps everyone from your email team understand how email contributes to the company’s goals and bottom line. When everyone understands this value, you can more easily build a business case for sustained or additional funding.

As I noted, email reporting is often something that marketers leave to the last minute. That doesn’t give you much time to study your numbers, to think about what they mean in the long run, or how you could use them to improve or expand your email program.

Good reporting forces you to evaluate what the numbers tell you, whether you are compiling a presentation for your senior executives, prepping for your weekly team meeting or summing up what you know as a one-person email department.

You’ll delve below the surface, ask questions and look for answers in your data and use what you find to do email better. You’re not simply listing numbers on a page or in a PowerPoint and filing it away.

Email reporting: Three insights into the state of play today

As I’ve learned in working with clients, everyone does email reporting a little differently. Some marketing teams do all the work themselves. Others have dedicated insight, data or business intelligence units that can do their work.

Many email marketers who create their reports themselves have just enough time to look at the high-level numbers they see in their ESP dashboards – the campaign-by-campaign opens, clicks, and (maybe) conversions.

The heart of email reporting is what you do with the numbers – how you analyze them, what insights you draw from them and how you use them to improve your email program.

Two recent surveys primarily of UK email marketers show the wide range of treatments email reporting receives.

1. Time spent on email marketing is increasing slowly

Econsultancy’s 2019 Email Marketing Industry Census found that 35% of email marketers spent more than two hours of their regular workweek on email reporting. Although 7% of marketers said they spent no time on reporting, 29% spent 2-8 hours, while 6% spent more than eight hours.

That continues a slow uptick in time spent on reporting over the last few years. In the 2017 Census, for example, 25% spent more than two hours on reporting.

Is this good news or does it mean reporting is getting harder to do?

Given how many email platforms now include campaign reporting in their dashboards, thus making the numbers easier to access, I’d like to assume that means more marketers are looking at those numbers and using them to compile even basic reports. And a basic report is better than nothing – it’s the first step toward compiling a really useful analysis.

2. Marketers are (somewhat) confident about their reporting ability

According to the Data & Marketing Association’s 2021 Email Tracker, 54% of marketers say their companies have a “leading” or “good” level of sophistication in their ability to analyze performance, a key component of email reporting.

That’s just slightly behind their confidence in creating email strategy (62%) and creative content (58%). Again, 6% of marketers said their companies don’t analyze email performance.

3. Marketers struggle with reporting

We know from our own client work and from anecdotal and survey results that many don’t have time to do the in-depth analysis that a good email report needs.

Easy access to campaign-level metrics like open, click and conversion rates and inbox performance (unsubscribes, bounces, delivery rates and inbox placement where available) gives them enough data to compile a simple performance report but not the deep-dive analysis needed to understand what’s happening and how to use the data to improve their programs.

Having an email system that makes reporting easy should be a factor in choosing an ESP. The ideal setup automates as much of the data compilation as possible. This reduces the drudgery of manually importing data from spreadsheets and creating visuals for presentations.

In the work my consultancy does for our clients, we pull data from ESPs, e-commerce systems, CRMs, Google Analytics and other integrated data providers into an Excel file that feeds into a PowerPoint presentation. As long as we can pull data into a master Excel document, it will propagate automatically in PowerPoint.

Thus we spend less time adding numbers and more time reviewing and analyzing the numbers and coming up with useful insights and trends. This gives you numbers and context you can cite quickly as well as an official document to pass on to senior executives and to archive for our clients’ own research and planning.

Items to include in your email report

What you include will vary by your brand, the kind of email marketing you do, your vertical, your email goals and strategies and other variables. But these sections should be part of most reports:

1. Essential performance data

This includes campaign-level data involving both process metrics (email activity) and business metrics (conversions, number of sales, average basket value, average or median revenue per email and other goal-oriented metrics.

2. Historical data and trends

These indicate trends, ideally week-over-week, month-over-month and year-over-year comparisons. Include data for list growth, campaign metrics, all of your automated email programs and other relevant data.

Besides the usual performance data you can pull from your ESP and other platforms, crunch the numbers in several different ways to give you an expanded view:

  • List growth: Include both your total emailable list (all of the active email addresses in your audience, not including unsubscribers, spam complainers, long-term inactive addresses and others) plus new subscribers, new unsubscribers and your subscriber churn (net growth or loss) during the measurement period.
  • Reach analysis: This reviews the percentage of contacts who acted on at least one email campaign over a set period. It includes both open reach (the percentage who opened at least one email) and click reach (the percentage who clicked at least once in the same time period), but both send and purchase reach can also be used.

3. Insights

Here you extrapolate what the data means. Provide context such as extenuating circumstances, changes in your audience or email strategy, external events that affect performance and other enlightening information.

4. Hypotheses to test

Your email data influences your testing program. So, look at things you could test for, such as frequency, content or segmentation strategy, audiences and more.

5. Questions and concerns

Separate from insights, use this space to highlight issues that the numbers reveal, such as declining performance of a specific email program, increase in inactivity or challenges in acquisition.

6. Recommendations

Ideas for improving performance using both capabilities you have in your current technology or outlining how new technology could help you achieve specific goals.

7. Screenshots of recent email campaigns

These visuals keep people in the loop, like your senior executives who don’t monitor your email campaigns as closely as you and your team do. And – let’s be honest – it lets you show off your best work, too.

Report it now, use it later

The time you put in now on your email reporting gives you an advantage later when the time comes to work on your email budget, revamp your email goals and strategies and even help you find a new email vendor as your program grows.

You’ll be a step ahead because you’ve done the analytics, identified your challenges and opportunities, and answered tough questions. Your reports will give you material to guide your steps and choose the right strategies and tactics that will help you achieve your goals.

My hope here is that if your own email reporting practices could use a tune-up, you’ll use the background information and practical advice I provide here to improve your own email reports. And if you’re proud of your email reports and how you incorporate them into your everyday email practices, I would love to hear about it!


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

7 common problems that derail ABn email testing success
Kath Pay is CEO at Holistic Email Marketing and the author of the award-winning Amazon #1 best-seller “Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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How to Buy Ads on Netflix: Specs & Tactics for Marketers

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How to Buy Ads on Netflix: Specs & Tactics for Marketers

Streaming


By Emily Sullivan

Netflix, the streaming giant known for binge-watching and award-winning originals, sent shockwaves through the industry in 2022 by announcing an ad-supported tier. This move was likely fueled by a desire to reach new audiences, combat rising subscription costs, and potentially even fend off competition from other OTT platforms. These ads could lead to strong growth potential with advertisers eager to tap into Netflix’s massive user base. 

If you’re unfamiliar with how Netflix works, it’s important to know that Netflix is an OTT (Over-the-Top) platform, meaning it delivers streaming content directly over the internet, bypassing traditional cable or satellite providers. It’s one of the most popular OTT platforms globally, but in the ad supported video on demand (AVOD) space, Netflix is a relative newcomer. Understanding this new facet of Netflix is crucial for marketers looking to capitalize on this advertising opportunity.

Interested in learning more about Netflix and its advertising offerings? You came to the right place. In this post, we’ll cover the foundational elements of Netflix ads including ad types, specs, advertising best practices, and more. 

Why Did Netflix Start Offering Ads?

In November 2022, Netflix introduced an ad-supported tier. This move marked a significant shift, as Netflix was previously known for its commitment to an ad-free experience. The decision likely stemmed from a desire to tap into new revenue streams. With consumers increasingly cost-conscious, an ad-supported tier provided a way to attract budget-minded viewers while still offering a premium ad-free option, similar to established AVOD providers like Hulu and Peacock.

Initially, the launch was off to a slower start, with few people signing up for the ad supported tier and Netflix failing to meet guarantees, but things are quickly turning around and savvy advertisers are taking notice. Netflix boasts a massive user base, with roughly 270 million paid subscribers – a household name with immense reach. In fact, 40% of new Netflix sign-ups are choosing the ad-supported tier, translating to a total of 40 million users. Netflix’s ad platform presents a unique opportunity for marketers looking to reach a large and engaged audience.

“Our goal isn’t just to offer the same products and tools the industry has come to expect — although we’ve made a lot of progress on that front over the last year. It’s to build something bigger and better than what exists today. We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies.”

Amy ReinhardPresident, Advertising at Netflix

How to Start Advertising on Netflix

So, you’re interested in capitalizing on Netflix’s massive audience? Here’s a breakdown of the three main ways to buy ads on their platform:

1. Netflix Ads Manager

This platform, powered by Microsoft, allows you to directly purchase ad space on Netflix. However, be prepared to meet their minimum spending requirements, which can be substantial and offer little room for negotiation.

2. Partnering with an Agency

While the minimum spend might be high for direct buys, streaming agencies like Tinuiti can be a valuable asset. They can not only help you navigate the intricacies of Netflix advertising, but also:

  • Consolidate Streaming Data: The streaming landscape is fragmented, with viewers spread across multiple platforms. Agencies can collect data from these various platforms and turn it into a unified, actionable strategy for your advertising campaign.
  • Expertise and Negotiation: Agencies bring a wealth of experience to the table. They can leverage their knowledge of the advertising landscape and potentially negotiate more favorable terms on your behalf.

3. Ad Tech Partners

Companies like Microsoft offer ad tech solutions that provide technical capabilities to streamline your advertising efforts. These partners typically take a more hands-off approach compared to agencies, focusing on the technical aspects of ad delivery and optimization.

The best option depends on your budget, experience level, and campaign goals. If you’re a large brand with a significant budget and an in-house marketing team, going directly through Netflix Ads Manager might be a good fit. However, for most businesses, partnering with an agency or ad tech provider can offer valuable support and expertise.

Ad Types & Specs for Netflix Ads

Now that you understand the different avenues for buying ads on Netflix, let’s dive into the nitty-gritty of ad formats and specifications:

Netflix Ad Types

Example of a Netflix Ad Featuring Smartfood and Love is Blind

Currently, Netflix offers two main ad types, pre-roll ads and mid-roll ads. Netflix notes that users can expect to see a few short ads per hour and that they aim to place ads during natural plot breaks for a more seamless experience.   

Let’s take a look at each option… 

  • Pre-roll Ads: These commercials play before a program or movie begins, similar to traditional linear TV advertising.
  • Mid-roll Ads: These ads appear in the middle of a program, typically inserted during natural breaks in the content.

During paused playback, ad breaks are displayed on the progress bar. As an ad break begins, the upper-right corner reveals the number of ads included in that break.

While Netflix advertising is fairly new, the platform has made a few important announcements to look out for in 2024. Netflix plans to introduce a new binge ad format for global advertisers, offering viewers an ad-free fourth episode after watching three consecutive episodes. Additionally, QR code integration in U.S. advertising will launch early in the year. Sponsorship opportunities, including Title, Moment, and Live Sponsorships, are also now available in the U.S. and will expand globally in 2024.

Netflix also offers live opportunities including WWE Raw (launching January 2025), which will air live on Netflix 52 weeks of the year, and the NFL Christmas games which Netflix just secured the rights to. These live events provide advertisers the opportunity to reach ad and ad-free members of Netflix in a live environment with traditional ad formats.

Last but not least, Netflix recently announced they are adding Pause Ads to their suite of custom ad units. This is currently in beta and is expected to be rolled out to the general marketplace in H2 2024.

Netflix Ad Specs

When it comes to advertising specs, it’s important to follow Netflix’s guidelines which include the following… 

  • Supported Lengths: Netflix accepts ads in 10, 15, 20, 30, and 60-second durations.
  • File Format: Ads must be submitted in MP4 or MOV format.
  • Aspect Ratio & Resolution: Maintain a 16:9 aspect ratio and a resolution of either 1920×1080 HD or 1280×720 HD.
  • QR Codes on the Horizon: Netflix is preparing to support QR code integration within commercials, allowing viewers to seamlessly access additional information or promotions.

Hot Tip: Stay tuned for updates, as Netflix is constantly evolving its ad platform.

Why Advertise on Netflix?

Advertising on Netflix offers several unique advantages for advertisers including… 

  • Massive Reach – Netflix boasts a massive subscriber base worldwide (globally, there were around 270 million Netflix subscribers in Q1 2024), providing advertisers with access to a vast and diverse audience. These viewers are often highly engaged, spending significant time on the platform consuming content. In fact, Over 70% of Netflix’s ad-supported members watch for more than 10 hours a month – which is 15 percentage points higher than the nearest competitor according to Nielsen.
  • Targeting – Netflix collects extensive data on user preferences and behavior, enabling precise targeting of advertisements based on demographics, interests, viewing history, and more. This targeted approach increases the relevance and effectiveness of ads, maximizing ROI for advertisers (more on this below).
  • Global Reach and Localization – With a presence in numerous countries around the world, Netflix offers advertisers the opportunity to reach audiences on a global scale. Additionally, the platform’s localization capabilities enable tailored advertising campaigns to resonate with specific regional or cultural audiences.
  • Unskippable Ads – Unlike some streaming advertising platforms, Netflix ads are unskippable, guaranteeing your message reaches viewers.
  • Positive User Experience – Netflix prioritizes a positive user experience, so it’s unlikely viewers will see the same ad twice in a single episode. However, there’s a chance you might encounter the same ad later during your viewing session. It’s also important to note that children’s profiles maintain their ad-free experience.
  • Ad Delivery & Blocking – Since ads are delivered server-side, ad blockers are ineffective on Netflix. Additionally, playback automatically pauses if you minimize the window while an ad is playing, ensuring your message is seen.

Best Practices When Advertising on Netflix

When advertising on Netflix, it’s essential to understand the platform’s unique capabilities and audience targeting options to maximize the effectiveness of your campaigns. Check out a few best practices you need to consider… 

Explore Audience Targeting Capabilities

Netflix offers several audience targeting capabilities for advertisers on their ad-supported tier. These capabilities focus on three main areas: demographics, viewing habits, and content context. Here’s a breakdown:

Demographics:

  • Age: Advertisers can target users by age groups, like 18-34, 35+, etc.
  • Gender: Ads can be shown to specific genders (male or female).
  • Location: Targeting can be set by country or even state (in the U.S.).

Viewing Habits:

  • Genre: This lets advertisers target users based on the genres they watch, like comedy, drama, action, etc.

Content Context:

  • Top 10: Ads can be placed before or after shows and movies on Netflix’s daily Top 10 list, ensuring high visibility.

Advertisers also have the option to choose where they don’t want their ads to appear. For example, they can avoid showing ads on programs with mature themes or content that may not align with their brand values.

By using a combination of these targeting options, advertisers can reach a more precise audience interested in their product or service. This increases the ad’s relevance to viewers and potentially improves the ad campaign’s effectiveness.

It’s also important to note that Netflix now has the ability to target advertiser first party data. The platform currently has two approved DMPs: Liveramp or Adobe. Advertisers who work with either of these DMPs can upload first party data for targeting or suppression.

It’s important to note that Netflix’s ad targeting is still evolving. While it doesn’t offer some of the more advanced options found on other platforms, they are working on expanding their capabilities.

Test Your Ad Creative

Just like any other marketing campaign, testing your ad creative on Netflix is vital for optimizing performance. Here are some key reasons to test your ads:

  • Discover What Works: Testing allows you to compare different ad variations and identify which elements resonate most with your target audience. This could involve testing variations in messaging, visuals, calls to action, or even ad length.
  • Data-Driven Decisions: Testing provides valuable data and insights. You can track metrics like click-through rates, completion rates, and brand recall to see which ad versions generate the best results. Don’t rely on guesswork. Testing helps you move beyond assumptions and identify what truly connects with viewers.
  • Meet Audience Expectations: Netflix viewers anticipate premium content, including ads. Testing ad creative ensures that your commercials meet these expectations by delivering high-quality, engaging content that resonates with the audience.
  • Optimize Performance: Testing allows you to refine your ad creative to achieve optimal performance. By experimenting with different elements such as messaging, visuals, and calls to action, you can identify the most effective combinations that drive engagement and conversion.
  • Enhance Relevance: Testing helps ensure that your ad creative remains relevant to your target audience. By continuously testing and refining your approach, you can adapt to changing consumer preferences and market trends, ensuring that your ads stay impactful and resonant.
  • Maximize ROI: Effective testing enables you to make data-driven decisions that maximize ROI. By identifying and scaling the best-performing ad creative, you can allocate your advertising budget more efficiently and achieve greater results.

Measure and Analyze Your Results

Netflix doesn’t offer 1:1 conversion measurement for ad buyers (yet) – but they do have brand awareness and lift studies they offer advertisers so keep this in mind when measuring and analyzing your results. 

The platform did recently announce that this summer, Netflix will expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

Starting in the second half of 2024, Netflix just announced that the following third party measurement partners (partnering to measure and verify the impact of advertiser campaigns) will also be added: Affinity Solutions, iSpotTV, NCSolutions, Videoamp, DCM and TVision.

They also announced Netflix will launch an in-house advertising technology platform, by the end of 2025. This will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact. 

Is Netflix Advertising Right For Your Brand?

Overall, Netflix advertising offers the unparalleled reach of a massive, highly-engaged audience. This can be a strategic choice for brands seeking broad awareness and brand association with premium content.

If you’re interested in exploring advertising opportunities on Netflix for your brand, consider reaching out to the Tinuiti team. Our expertise can provide guidance and assistance in navigating the complexities of advertising on the platform, maximizing your campaign’s effectiveness and ROI. 

Don’t miss out on the opportunity to showcase your brand on one of the world’s largest streaming platforms—connect with Tinuiti today to get started.

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Xngage and HawkSearch join forces with a powerful connector

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Xngage and HawkSearch join forces with a powerful connector

The bar has been set by the industry leaders in UX and Merchandising, and our customers have stated their claim clearly – “to grow our market share, we must have an enterprise search experience that drives conversions.

Optimizely offers baseline search experiences within our commerce platform, which are designed to help companies get started with organizing and delivering SKUs to customers. These experiences utilize out-of-the-box algorithms and methods for sorting, categorizing, and customizing.

While Optimizely provides a foundation for search experiences, we knew there were users ready to take their search capabilities to the next level. This is where the Xngage and HawkSearch partnership promises to redefine how you approach search-driven experiences within Optimizely Configured Commerce. Our highly experienced partner Xngage has developed a seamless integration connector, a best-in-class accelerator for harnessing the power of HawkSearch.

The powerful partner in search

HawkSearch is known for its expertise in search-driven engagement, AI-powered product discovery, and no-code customizations. With a strong history of serving B2B customers with enterprise-level search solutions, it was a perfect choice to make HawkSearch directly available within Optimizely’s platform.

The expertise of Xngage made this connector a reality enabling Optimizely’s Configured Commerce customers to:

  • Easily plug directly into the HawkSearch service to share your products and their relevant data.
  • Utilize powerful unit of measure conversions, ensuring your customers can find exactly what they’re looking for.
  • Customize sorting and facets to deliver highly relevant results to customers.
  • Craft a personalized user experience with features like auto-complete and the new ‘instant engage’.

Customers can further explore HawkSearch’s capabilities in this on demand webinar and recap, which highlights the benefits and use cases of the Xngage connector for HawkSearch.

A powerful partner in digital growth

Xngage complements Optimizely perfectly, as they deliver robust solutions in the realm of digital content and commerce experiences. The development of the Xngage connector to HawkSearch is a part of their broader mission to empower manufacturers and distributors to serve their customers digitally. This alignment seamlessly fits with Optimizely, making our partnership with Xngage an ideal choice. 

Furthering their goal of digital growth, Xngage offers a range of holistic and complementary professional services, including:

  • User research & user experience design (UX)
  • Enterprise architecture & ERP integration
  • Product information management (PIM)
  • Ecommerce Implementations, and digital growth services.

To learn more about this highly experienced digital commerce partner visit Xngage.com.

The future of the partnership

This partnership is just the beginning. Xngage and HawkSearch are committed to working hand in hand to empower you with the tools and insights you need to elevate your ecommerce site. Stay tuned for future blogs, webinars, and resources that will help you make the most of this transformative alliance.

The future of ecommerce search has never looked more promising, and we’re excited to have you on this journey with us.

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