Netflix Ads: the new premium showcase on Connected TV that redefines programmatic advertising

For years, brands have pursued the same goal: to reach the right audiences, at the right time, with a relevant message. But the way to achieve it has changed radically.

Linear television, once the king of media, has lost its monopoly on attention. Today, audiences don’t wait for a program to start — they choose what, when, and how to watch content. And that’s where streaming becomes the main star of the new audiovisual era.

Platforms like Netflix, Disney+, and Prime Video have transformed entertainment consumption into a personalized, uninterrupted experience… until now. Because this paradigm shift has opened a massive opportunity for brands: the arrival of premium advertising in streaming environments.

And among them all, Netflix Ads has positioned itself as the crown jewel of Connected TV (CTV).
Not only thanks to its global reach or content quality, but because it redefines how attention is measured, planned, and valued on the big screen.

TABLE OF CONTENTS

• What is Netflix Ads and why is it changing the game?

• Ad formats that prioritize the experience

• Advanced segmentation: data, context, and emotion

• Connection between Programmatic and Connected TV: where attention becomes measurable

What is Netflix Ads and why is it changing the game?

Netflix Ads is the platform’s commitment to a balanced advertising model: premium content with non-intrusive ad experiences. Officially launched in 2022, this format allows advertisers to access a global, highly engaged audience within a safe, premium entertainment environment.

What makes it different is not just its size (over 270 million active users globally), but its advertising philosophy: “Focus, not fatigue.” In other words, less saturation and more real attention.

Instead of replicating the traditional TV model, Netflix has designed a curated, measurable, and user-centric advertising system based on three key pillars:

1. Hand Curated Ad Breaks that integrate naturally within the content.

2. Frequency control to avoid viewer fatigue.

3. Reduced ad load, resulting in an almost total attention rate.

📊 In fact, according to LUMEN (2024), users maintain sustained attention even during ad breaks, a milestone in an environment where multitasking is the norm.

Ad formats that prioritize the experience

Netflix Ads has developed formats designed to add value, not interrupt:

• Standard Video Ads: 10–75 second non-skippable ads placed in pre-roll or mid-roll.

• Pause Ads: appear when the user pauses the content; 77% of viewers remain on screen for more than 15 seconds.

• Single Title Sponsorships: exclusive sponsorships associated with iconic titles like Money Heist, Bridgerton, or Stranger Things.

The key is that each format adapts to the emotional context of the content, maximizing impact and brand affinity.

Advanced segmentation: data, context, and emotion

Unlike traditional TV, Netflix Ads isn’t based on demographic estimates, but on real consumption behavior.
This enables segmentation by:

• 🎥 Content type (genre, top 10, specific title).

• 🧠 Viewing moods and consumption moments (“Viewing Moods”).

• 📍 Contextual and device data (language, location, daypart, screen type).

And the best part: everything can be activated programmatically via DSPs like DV360 or The Trade Desk, combining first-party (1P) data with Netflix ecosystem insights to refine targeting and improve efficiency.

Measurement and brand safety

One of Netflix Ads’ standout strengths is its native and advanced measurement. The platform has developed a reporting ecosystem that analyzes the entire advertising impact cycle, from reach to conversion.

Main capabilities include:

• Audience Reach & Frequency Management: precise measurement of unique users and real exposure frequency at campaign level.
• Viewability and real-time attention: thanks to Netflix’s closed environment, visibility metrics are based on verified playback data, not estimates.
• Brand Perception & Engagement Tracking: analysis of ad recall, consideration, and brand perception directly linked to the content viewed.
• Advanced Attribution Modeling: correlates content consumption and ad exposure with behavioral and response variables, offering a more realistic view of incremental impact.
• Cross-platform consistency: all formats (pre-roll, mid-roll, pause ads, sponsorships) report consistent metrics within the same dashboard, simplifying comparison and optimization.

The goal is clear: to raise the standards of accountability and transparency in Connected TV, offering data as precise as in digital environments, with the added value of real attention on the big screen.

Connection between Programmatic and Connected TV: where attention becomes measurable

At Adsmurai, Connected TV isn’t the future — it’s the present.
It’s one of our strongest verticals within our Programmatic solutions, where we combine data, creativity, and technology to take campaigns to the next level.

Integrating Netflix Ads into an omnichannel strategy means multiplying real impact:

• 🌍 Increase incremental reach: Netflix provides up to +31% additional reach vs. traditional TV.
• 🔁 Combine first-party (1P) data with platform data, activating programmatic campaigns via DV360 or The Trade Desk.
• 📊 Measure what matters through cross-channel models and attribution tools integrated into the Adsmurai Marketing Platform.
• 🎨 Optimize dynamic creatives for each CTV environment, ensuring visual consistency and maximum efficiency.

With a well-orchestrated strategy, brands can appear within the world’s most-watched content, connect with audiences at the exact moment they’re paying attention, and build a brand relationship that goes beyond the traditional spot.

🎯 Netflix Ads is redefining the standard of audiovisual advertising: premium, measurable, and emotionally relevant.
At Adsmurai, our Programmatic and Connected TV teams help brands harness this new landscape with control, efficiency, and a fully integrated viewing experience.