Marcos Órdenes of Netflix Ads: We’ve experienced 300% growth in the past year, introducing our content to a new audience in Mexico

The Netflix panel at Advertising Week LatAm drew a large crowd, with many unable to gain entry. This reflects the platform’s phenomenal growth and the interest in Netflix Ads, its ad-supported tier. This new plan offers users a lower-priced subscription with ads, currently available in Mexico and Brazil.

The panel, titled “Ads, Fandom, Action: The Next Episode with Netflix Ads,” featured Lina Roncancio (Director of Measurement Strategy and Insights for Netflix Ads LatAm), actor, producer, and director Luis Gerardo Méndez, Marcos Órdenes (Head of Sales for Netflix Ads in Mexico), and Pablo Legarrea (director of Marketing in Mexico and Colombia for Netflix).

“We’ve been building our user base for two years since launching Netflix Ads, and our growth has been continuous. Last year, we saw a 300% increase in Mexico, specifically for Netflix Ads. Notably, half of these new users had never watched Netflix before, and half of them exclusively watch streaming, foregoing traditional free-to-air or paid television,” said Marcos Órdenes at the start of the event.

“Netflix Ads users watch 66 hours per month. These viewers are discovering our high-quality content and engaging with our stories,” he explained, adding that brands are also recognizing Netflix as a platform to connect with audiences. In the 12 markets where it’s available, 50% of new Netflix members are opting for the ad-supported plan. Additionally, these users are 40% more likely to take action after seeing an ad on Netflix compared to other streaming services.

THE KEY TO FAN ENGAGEMENT

Netflix engages its fandom through bold and disruptive campaigns, as explained by Pablo Legarrea. He emphasized the importance of two key ingredients: culture and conversation. Successful campaigns transcend the screen and permeate popular culture, sparking widespread discussion.

“We engage with our fans through social media, where thousands of people chat with us daily. A few months ago, we launched a WhatsApp channel, which now boasts 10 million daily users. To capture attention, we’ve implemented creative campaigns, such as a Twitch video game to capture Griselda, which generated immense excitement. For Bridgerton, we playfully confronted Colin with a Mexican telenovela heartthrob. And with Pedro Páramo, given the potential controversy surrounding any adaptation of such a renowned book, we partnered with the Gandhi bookstore network,” he explained.

To delve into what Legarrea termed the “Netflix Effect,” actor and producer Luis Gerardo Méndez participated. He praised the platform’s willingness to take risks and often blur the lines between fiction and reality in its campaigns.

For example, Club de Cuervos held a press conference where Isabel’s character introduced the team to the media.

Another example was when soccer player Chicharito Hernández was without a team, and Los Cuervos publicly invited him to join the team, to which the footballer responded.

Lina Roncancio mentioned that a recent analysis of various campaigns in Mexico and Brazil yielded positive results. These included an average 28-point increase in brand awareness and a 24-point increase in brand favorability. Additionally, the attribute “it is a brand that I love” saw an average 12-point increase.

She also noted that these successes are driven by the power of fandom. She explained that fandom is cultivated by the love brands and series have for their fans. “At Netflix, every fan matters. Our goal is for each individual to find a series or film that resonates with them and inspires fandom.”

In addition to this session, visitors to Advertising Week LatAm enjoyed a unique, immersive experience inspired by Squid Game. This exclusive opportunity allowed visitors to interact with Netflix Ads for the first time.