Netflix a toujours été un des pionniers des approches natives. C’est intéressant de voir comment ils s’associent à chaque lancement à un média traditionnel qui apporte sa caution éditoriale sur un vrai angle d’attaque en termes de contenu. Encore une fois, les marques ont besoin des médias et vice et versa pour construire des stratégies de contenu efficaces.
If you’re interested in native advertising you’ve probably come across what Netflix has done in this area. Women Inmates, the story created by The New York Times Partner Studio for the debut of Orange is the new black, has won Netflix a lot of well-deserved praise.
That was not a one-off however. Netflix went on to create The Ascent together with The Atlantic for season three of House of Cards. This piece focuses on a number of first couples, the POTUS and FLOTUS (President of the United States and First Lady of the United States), telling the story of how their relationship shaped their time in the White House.
Netflix and Wall Street Journal then took native advertising to another level with the in-depth reporting on Cocainomics, the financial and logistical aspects of running a cocaine cartel, for the first season of Narcos. And recently, when Narcos returned for a second season Netflix partnered with Wired to tell the story of the technologies used to bring down Pablo Escobar.
Courage to tell a story
The one thing which all of Netflix’s effort in native advertising has had in common is that they are stories which would have worked equally […]