{"id":333111,"date":"2026-02-25T23:00:25","date_gmt":"2026-02-26T07:00:25","guid":{"rendered":"https:\/\/www.mediaplaynews.com\/?p=333111"},"modified":"2026-02-28T12:28:42","modified_gmt":"2026-02-28T20:28:42","slug":"deg-entech-keynote-netflixs-ad-chief-says-viewer-experience-is-most-important","status":"publish","type":"post","link":"https:\/\/www.mediaplaynews.com\/deg-entech-keynote-netflixs-ad-chief-says-viewer-experience-is-most-important\/","title":{"rendered":"DEG EnTech Keynote: Netflix\u2019s Ad Chief Says Viewer Experience Is Most Important"},"content":{"rendered":"

Preserving the quality of the subscriber experience at Netflix is key as the service considers its advertising plan, said Amy Reinhard, Netflix\u2019s president of advertising.<\/p>\n

\u201cFor us the viewer or member experience is by far the most important thing,\u201d she said during a keynote speech at DEG: The Digital Entertainment Group\u2019s EnTech conference Feb. 25 at the Skirball Cultural Center in Los Angeles.<\/p>\n

\u201cWe want to make sure we are the first SVOD service that people are logging into,\u201d she said. \u201cWe know we\u2019re that last service that people want to cancel so making sure that members keep coming back onto the service to watch that great variety and quality of content is very, very important. At the same time, we think that is very important to advertisers because they want our members to have a really great experience.\u201d<\/p>\n

Consequently, Netflix pays head to how members experience ads, she said.<\/p>\n

\u201cWhen we think about things like ad load, we take a long-term view on ad load. We think it\u2019s very, very important that the ad load is light,\u201d she said. \u201cWe think about things like frequency capping. We think there\u2019s nothing more frustrating than getting onto a platform and being shown the same ad, the same creative four or five times in a row. So we\u2019re very, very picky about making sure that that member experience is fantastic. And at the end of the day that\u2019s really relevant for advertisers.\u201d<\/p>\n

Reinhard also discussed the various franchise tie-ins employed by the service.<\/p>\n

\u201cI love our brand marketing,\u201d which has fandom at its heart, she said. She pointed out the Dove soap tie-in with \u201cBridgerton.”<\/p>\n

\u201cIt feels very authentic, leans into the brand attributes,\u201d she said.<\/p>\n

She also cited the Cheetos tie-in with \u201cWednesday,\u201d which included the character Thing having Cheetos fingerprints.<\/p>\n

The tie-ins are designed to feel \u201creally authentic to the user,\u201d she said.<\/p>\n

Reinhard also discussed the company culture and leadership philosophy, saying it\u2019s about \u201cmaking sure as leaders that you\u2019re not micromanaging.\u201d<\/p>\n

\u201cI always think from a leadership perspective, it\u2019s important to hire people who are smarter than us,\u201d she said.<\/p>\n

Moderator Andrea Downing, president of PBS Distribution and DEG board secretary, asked Reinhard about the qualities needed for leadership.<\/p>\n

\u201cThe best leadership advice that I\u2019ve ever gotten came from Ted [Sarandos, Netflix co-CEO],\u201d Reinhard said.<\/p>\n

Reinhard said he noted that early in your career you move up because you are an expert, but later, \u201cas you move up it really becomes about being a leader of leaders,\u201d she said. It\u2019s about \u201ccommunication and collaboration.\u201d<\/p>\n

She also stressed the need to be flexible.<\/p>\n

\u201cYou need to be OK with change,\u201d she said, noting the numerous reorganizations the company has experienced.<\/p>\n

Downing also broached the subject of artificial intelligence.<\/p>\n

\u201cI am excited about AI,\u201d Reinhard said. \u201cWe can be fearful, or we can lean into it. And I take the latter approach.\u201d<\/p>\n

She said AI promised productivity gains.<\/p>\n

\u201cIt will enable us to do more things quicker,\u201d she said, adding \u201cthe human creativity is really, really important and we want to make sure we keep that.\u201d<\/p>\n

She noted that AI might help with quick production turnarounds.<\/p>\n

\u201cThis is an area where, given my production background, I\u2019m very excited about dovetailing the opportunities there,\u201d she said.<\/p>\n

She cited the surprise success of KPop Demon Hunters<\/em>.<\/p>\n

“We never could have imagined that it was gonna be the kind of cultural phenomenon that it was,\u201d she said.<\/p>\n

AI could allow for quick turnaround of marketing, she said, noting that in the past a spot could take six to nine months to produce.<\/p>\n

\u201cI think with AI we are able to jump on those kind of opportunities much more quickly,\u201d she said.<\/p>\n

Reinhard said Netflix\u2019s move into sports and live event programming was more about creating buzz then boosting advertising.<\/p>\n

\u201cSports is not something that we went into because of advertising,\u201d she said. \u201cIt really started with a programming approach.\u201d<\/p>\n

Events such as the Jan. 24 free solo\u00a0climb by Alex Honnold of the 1,667-foot Taipai 101 skyscraper in Taiwan are about \u201cbeing able to make sure it\u2019s a must watch experience so people tune in at that time,\u201d she said.<\/p>\n

\u201cWe want to drive big audiences,\u201d she said, noting that the first foray into this strategy was the Mike Tyson-Jake Paul boxing battle.<\/p>\n

In addition to the \u201cmust watch\u201d experience, the programming team also thinks about the ability to drive the conversation.<\/p>\n

The aim is \u201cseeing the social conversation for days, sometimes even weeks after the event,\u201d she said.<\/p>\n

\u201cWe want to own Christmas Day,\u201d she said of Netflix\u2019s holiday NFL lineup, because families are together on that day.<\/p>\n

The service is expanding beyond U.S. sports as well, she said.<\/p>\n

Subscribe HERE to the FREE Media Play News<\/em> Daily Newsletter!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Preserving the quality of the subscriber experience at Netflix is key as the service considers its advertising plan, said Amy Reinhard, Netflix\u2019s president of advertising. \u201cFor us the viewer or member experience is by far the most important thing,\u201d she said during a keynote speech at DEG: The Digital Entertainment Group\u2019s EnTech conference Feb. 25 … Continue reading “DEG EnTech Keynote: Netflix\u2019s Ad Chief Says Viewer Experience Is Most Important”<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":333112,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1751,29,3,28,653],"tags":[1363,16460,118],"coauthors":[60],"class_list":["post-333111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conference-news","category-digital","category-news","category-streaming","category-top-news-story","tag-advertising","tag-entech","tag-netflix"],"acf":[],"yoast_head":"\nDEG EnTech Keynote: Netflix\u2019s Ad Chief Says Viewer Experience Is Most Important - 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