Has Netflix Gotten Bored of Its Own Advertising?

Unlike my copywriting colleague, Ben Settle, I actually did respond to a Netflix ad.

That was a few years ago now.

At the time, they were doing a bunch of print advertising. Mostly blow-ins included with the grocery store flyers delivered by mail once a week.

Those little ads were brilliant. They demonstrated — in print form — how easy it was to use Netflix. Three steps: Sign up, add movies to your queue, get movies in the mail!

Seemed like a brilliant idea to me, so I signed up.

But Ben now reports that Netflix is running some pretty lame radio ads. I haven’t heard ’em, but I believe it.

If I know anything about advertising, I bet the marketing execs just got bored of their own ads and decided they “just had to mix it up.” I can imagine the following exchange:

Ted: “You know, Bob, I think those 3-step ads have run their course.”

Bob: “Why?”

Ted: “I don’t know, I’m just so bored of them. Why don’t we do something cool… like a mock game show commercial? Now that’d be cool.”

This happens a lot. The advertising that built the company gets scrapped in favor of something “cool.”

Now, to their credit, Netflix is still running hardcore direct response banner ads on the Internet. The latest one I’ve seen uses the following headline:

    Movies delivered 2 ways for only $8.99 a month.

I think that’s a pretty solid headline. And I bet it’s getting results (banner advertising is easily tracked).

Anyhow, the lesson here is simply this:

1. Always test your advertising.

2. Don’t attempt something “cool” or “clever” just because you get bored of your own ads.

3. And don’t resort to branding on radio commercials just because it’s a different medium. (Direct response ads work on radio, too.)

-Ryan M. Healy