Week3 - Engineering to Improve Marketing Effectiveness (Part 1)

Summary

“Make people so excited about our content that they sign up and watch”

The AdTech team’s charter is to help make it easy for our marketing partners to spend their time and money wisely through experimentation and automation

Context and Culture:

If we are successful at creating demand for our original content, new members will sign up
we are more successful if we create and collect on this demand (acquisition marketing) in about the right proportion by market.

The AdTech team helps our marketing partners execute against that strategy in the following ways:

Creating technology to streamline workflows to improve assets for marketing
Creating a unified internal platform for creating ads and campaigns across all our promotional canvases and channels
Enabling technology that allows us to measure and optimize the effectiveness of our marketing campaigns

Optimizing for Incrementality

Some cohorts of people are likely to sign up for Netflix anywa

an overview of the work to support our operations team who helps create millions of assets (trailers, artwork, etc.) that are used in Netflix marketing

Creative Development & Localization at Scale

We need our marketing, social & PR teams to come together to scale our content campaigns globally around the world
Our charter is to create applications and services that help Netflix Marketing optimize and automate their processes and scale their operations to deliver a large number of video, digital and print assets for all Netflix marketing campaigns being worked on across the globe.

So how are these trailers created?

it all starts with the Marketing Creative team working with external agencies to create a set of trailers for a particular title
the trailer is finalized for the original language of the title
Regions then need this trailer in various combinations of subtitles, dubs, ratings card, Netflix logo in specific locations on the screen

Digital Asset Management

provides a user interface to our partners and external agencies to upload/download/share these digital assets

Video Clipping in the Cloud

Video assembly for marketing assets

this tool will automate creation of localized versions of the trailer given all the inputs such as the master trailer file along with the subtitles, dubbing and other relevant information for a language/region

Encoding in the cloud

we are providing an abstraction layer on top of the encoding service

Campaign management oversight

to provide insights into the health of the marketing campaigns

Words

Make people so excited about our content that they sign up and watch
This statement has become the driving force
With a slate of great original content to promote
to use both earned and paid media
to create the excitement among people
Netflix is now available in
in dozens of languages
to help make it easy
for our marketing partners to spend their time and money wisely
This involves deep partnership with
to drive improvements across the board
in a series of blog posts
where we share all the ways
collaborative asset creation
assembly of advertisements to optimizing campaigns
marketing team believes the best ways to create demand for Netflix is
exclusive content that can only be watched on Netflix
successful at creating demand
a mix of art
hand in hand
on the set of markets to advertise in
to streamline workflows
This frees up the marketing team to be more focused on
less on the mundane.
Enabling technology that allows us to measure and optimize
better understand impact and improve our spend efficiency
Just as we improve our Netflix product
embraces experimentation to
reach the right audiences
every dollar we spend is a dollar we can learn from
to guide Netflix’s instincts on the best tactical path forward.
incremental effectiveness
Some cohorts of people are likely to sign up
we would rather not show ads to them to the extent
who have not yet made up their mind
We will give an overview of the work
The rate at which Netflix is growing
in dozens of languages
to come together to scale
This will only be possible
being worked on across the globe.
To put it in simple words
you see at various freeways and traffic lights
for a particular title.
After a few rounds
in various combinations of
To give an insight into the numbers
the following graphic gives an idea
We ended up with
incur expenses for getting these done
to help scale out this operation today
Moving forward, we would love to be able to
identifying key automation points
We have leveraged Amazon S3
are continuing to invest in building out
will have the benefit of being connected with
We are actively working on a first of its kind
We are excited to continue innovating
as we are confident of seeing huge benefits by reducing time
What takes hours and days today will just take seconds and minutes to get done!
the layer converts that to the encoding specs
to provide insights into the health of the marketing campaigns
provides visibility into all of the work being done
which the assets move from inception to delivery
automated handoffs
minimizing human involvement for lower order decisions
We have set ourselves with the goal of making
we expect to see tremendous gains on the operations side
as the benefit of automating and optimizing
That is the only way forward for us to scale
A chance to make an impact of this magnitude is rare
we would love for you to be a part of the team!

kymr / daily-study

Week3 - Engineering to Improve Marketing Effectiveness (Part 1) #8

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Summary

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