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Issue link: https://digital.macdirectory.com/i/1471136
We don’t like the same stupid ads again … and again … and again … That’s probably why advertising exploration/explanation was such a hot topic at NAB (which we covered earlier); and Hastings is right … there’s a lot of work to be done! And people want choices. But Hastings and Netflix now have the opportunity to take the lead again not only with the content creation industry and the consumer but, more importantly, in helping the ad folks clean up the crap and do things right. Netflix has the richest (most valuable) database of global viewer information (followed closely by Amazon and Apple) which can be used by the company to educate, assist marketers in developing more effective ads, understanding the best balance of ads and how to create ads people interact with as much as they do with the firm’s entertainment content. Much as advertisers would love to have access to that data, it shouldn’t be shared. The company needs to use the information to help advertisers give viewers a better experience when they view and interact with the ads. Of course, it starts by Hastings making good on one the company’s founding precepts – giving consumers choice. Sure, it will undoubtedly be expensive in the short term as an unknown number of subscribers shift to the lower-cost options. That will only give Wall Street yoyos who only a short time ago