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So You Want to Advertise on Netflix: Now What?
Reach Netflix Viewers Elsewhere with CBC Research
Overview
One of the questions we are asked most frequently is: "How do I start advertising on [Amazon or Netflix or TikTok]?" As the Media landscape changes, it's important to our dealerships, and us, to be on the forefront of the latest trends. But what happens when those Marketing Channels aren't available for advertisement?
CBC's Research Program lets us find the perfect workaround when a marketing channel isn't available, or too expensive.
Audience Duplication Reports
An audience duplication report shows where the same people show up across different media platforms. So instead of thinking about platforms in isolation, you’re looking at the overlap of real audiences.
For example, Netflix is a platform with a massive, highly engaged audience making it a “top-tier” buy. Due to its high demand, Netflix inventory is very expensive and not cost-effective for many auto dealerships. An audience duplication report can help us answer the question, “Where else can we reach those exact same people (Netflix viewers)?”
Example 1 - Streaming Services
When a client is looking for the viability of a specific channel, we'll typically start by examining the data surrounding that specific media outlet. In this example, the question is whether or not Netflix is a good option, so we'll examin which streaming entities their buyers frequent most. For this client, there is a significant cross over of Amazon Prime and Netflix viewers (76% of people who reported watching Netflix also reported watching Amazon Prime.) Where CBC can advertise on Amazon Prime products efficiently and effectively, exploring this channel may be an oppotunity to reach the same consumers for less.
Example 2 - Social Media
An alternate option is to examine the cross over of Netflix viewers and the Social Media channels they utilize. In this case, 64% of Netflix watchers also use Facebook, and 50% utilize Instagram. Alternatively, only 26% percent of Netflix viewers are on TikTok, which makes it a less viable alternative to advertising on Netflix, or even the alternative.
Data like this takes the guess work out of whether or not a dealership should invest in a specific marketing channel.
Example 3 - News
For a long time, advertising during popular News times was effective for many dealerships. And while that still may be the case, looking at this data, it may not be the best alternative for this client looking to reach Netflix viewers. The crossover is only 18%. This doens't mean the news is a bad investment, just a bad replacement for Netflix.
Findings
1. Hidden reach opportunities
Instead of guessing, we are dealing with real data with actionable insights:
76% of Netflix viewers watch Amazon Prime
64% of Netflix viewers use Facebook
50% of Netflix Viewers use Instagram
26% of Netflix Viewers use TikTok
We can still reach Netflix viewers, without advertising on Netflix, by targeting these other platforms.
2. We can ‘buy around’ closed or cost-prohibitive media options, like Netflix
Netflix is limited and expensive to access directly. With this data we know this client does not need to rely solely on that platform, and can reach the same audience elsewhere, often more efficiently.
3. Reduce wasted spend from over-frequency
Duplication insight allows us to monitor if we're hitting the same users repeatedly.
We can see:
Where overlap is high (risk of waste)
Where audiences are incremental (true new reach)
4. Improved media mix planning
Instead of a channel-first plan (“let’s do social + CTV + display”), we can create an audience-first plan:
“Here’s the ecosystem of a Netflix viewer’s media habits—and here’s the smartest combination of channels to reach them.”