How Netflix scales globally the ad production
Netflix this month revealed how the Marketing Tech team is scaling and building ads worldwide. Netflix ads are built in 30 languages, with 10 formats, in 6 concepts, for 3 Ad Platforms. This is a total of 5400 ads per Netflix title. Netflix seems to be using mainly Facebook Ads, Youtube Ads, and Programmatic Ads.
In a blog post, Ravi Srinivas Ranganathan, Engineering Manager at Netflix, and Gopal Krishnan, Director, Marketing Technology at Netflix, described the process of scaling advertising at Netflix through ad assembly and personalization.
Ad specifications and quality control
First Netflix identifies the platforms where the ads will run, and the specifications. Netflix has built a Creative QC, that is a set of tools and services that make it possible to easily QC (Quality Control) thousands of ad units for functional and semantic correctness.
Netflix says that with Quality Control processes has “minimized the total volume of QC issues encountered by adding validations and correctness checks throughout the ad assembly process. For eg., Netflix surfaced a warning when character limits on Facebook video ads are exceeded:
Ad Assembly of localization elements
Netflix works with 30 languages when launching new ads worldwide. Netflix is using Ad Assembly to scale the ad production and to have a workflow for automation.
On the Ad Assembly the different localizations are included on the creatives. One unique concept will have dynamic elements that allow the inclusion of different localizations (titles, subtitles, fonts) and different copy (eg. call to action buttons).
According to Netflix, Ad Assembly “makes it possible to go from 1 => 30 localizations in a matter of minutes instead of hours or even days for every single ad unit.”
In Ad Assembly, Netflix integrated features like support for maturity ratings, transcoding and compressing video assets or pulling in artwork from our product catalog.