U.S. HISPANIC
Netflix Ads Mexico Shares Measurement and Audience Strategy at MMA Impact Mexico 2025
12 de septiembre de 2025
Gloria Roncancio Suárez, Director of Measurement & Insights at Netflix Ads Mexico
At the MMA Impact Mexico 2025 event, Gloria Roncancio Suárez, Director of Measurement & Insights at Netflix Ads Mexico, outlined the company’s strategies for measuring audience and advertising campaign effectiveness. Roncancio highlighted Netflix’s focus on transparency, flexibility, and the development of both proprietary and collaborative industry solutions.
Roncancio explained that Netflix’s measurement strategy relies on partnerships with external providers to ensure neutrality. “Our focus has been to measure everything with transparency and flexibility,” she stated. “We work with many partners who help us conduct neutral measurement, seeking out the most relevant ones in each industry.”
The platform offers measurement solutions that cover the entire marketing funnel, from top-of-funnel reach to conversion.
Top-Funnel (Reach and Audience): With partners like Fluzo, Netflix measures incremental reach and identifies new audiences for brands. “We truly understand what new audiences we are bringing to brands when they run a campaign with Netflix,” Roncancio commented.
Mid-Funnel (Brand Lift): Through Brand Lift solutions and in partnership with Lucid and Kantar, Netflix evaluates the impact on ad recall, consideration, and purchase intent. These results have been “very powerful,” showing significant increases in brand equity.
Bottom-Funnel (Conversion): Roncancio shared a successful collaboration with Cerveza Victoria from ABI. An interactive ad with a scannable barcode linking to the Rappi Turbo store led to “one in three people who scanned the barcode making a purchase, and 38% of those users were completely new to the brand.”
Netflix offers various segmentation options, including content genres, demographics, and over 100 categories of interests and moods that reflect user behavior. The company is also exploring the possibility of allowing clients to integrate their own data for audience activations, all while ensuring user privacy.
Regarding audiences, Roncancio revealed that “Netflix connects very well with Gen Z and millennials.” In Mexico, the horror genre and, particularly, Korean content have shown a strong affinity with these audiences, highlighting the unique appeal of these genres among Mexican viewers.
The Future of Measurement
The Netflix executive addressed the challenges of measurement in the Latin American industry, such as the standardization of terms and the need for a fair representation of video consumption across different devices. She underscored the growing importance of measuring human attention, not just exposure, a concept they are exploring with their partner, Amplify.
Finally, Roncancio highlighted Netflix’s move into live events, a format that has already launched in the U.S. and will be able to deliver ads specifically for the Mexican market this year. “This is super valuable because you’re no longer just talking about subscribers on the Ads plan, but all Netflix subscribers who watch live. At that moment, the reach that brands can have is expanded.”
