How to Advertise on Netflix: A Complete Guide For Australian Businesses

How to Advertise on Netflix: The 2025 Guide for Australian Businesses

Netflix’s ad-supported tier has completely changed the way advertisers reach streaming audiences – and the pace of change keeps accelerating. As of mid-2025, Netflix has not only expanded its Australian ad-supported base (now well over 800,000 subscribers here) but has also radically opened how brands can buy ads on the platform. If you’re in marketing, media, or brand management, here’s what’s changed  and what you need to know to get started.

This means advertisers can manage Netflix alongside their other digital video and display campaigns, using the tools, targeting, and reporting they already know. It’s a huge step forward in terms of flexibility and scale, and it makes Netflix’s premium streaming inventory more accessible than ever to Australian brands of all sizes (Netflix, eMarketer, Marketing Brew).

Ad Format and Targeting Updates

The basics remain the same: 15- or 30-second non-skippable video ads, delivered before and during content, with an average of 4–5 minutes of ads per hour. But with these new DSP integrations, targeting and measurement are getting sharper. Advertisers can now use familiar programmatic tools to target by geography, genre, device, and content rating and in some cases, overlay their own first-party data or use third-party segments.

Netflix still maintains strict brand safety controls, giving advertisers peace of mind about where their ads appear. And with more granular reporting through your DSP, you’ll have better visibility into campaign performance.

How to Get Started (Now That Netflix Is Open Programmatic)

1. Decide which DSP to use. If you’re already buying digital video with Google DV360, The Trade Desk, or Yahoo DSP, you can now add Netflix inventory directly into your campaigns. You’ll need to work with your agency or DSP rep to get access to Netflix deals.
2. Plan your campaign. Define your target audience, budget, flight dates, and creative requirements. Netflix ad slots are still premium, so expect CPMs to remain higher than standard digital video but the targeting and engagement are unmatched.
3. Upload your creative. Netflix holds advertisers to high technical and content standards; make sure your video meets their specs and aligns with their brand-safe, high-quality expectations.
4. Launch, measure, and optimise. Take advantage of programmatic reporting for real-time optimisation.

Cost Structure & Budgeting

Netflix CPMs in Australia are still in the premium range (expect around AU$90 per thousand impressions, though this may fluctuate based on demand and audience). With DSP access, you have more flexibility to test, optimise, and scale, but minimum spend requirements may still apply depending on your platform and deal type.

Best Practices for 2025

• Quality is non-negotiable. Your ads will run alongside Netflix originals and blockbuster films  aim for cinema-quality creative.
• Be contextually relevant. Use targeting to ensure your ad is seen by the right audience, at the right time, in the right content environment.
• Use your data smartly. Programmatic access means you can layer in data, frequency controls, and cross-channel measurement for more sophisticated campaigns.
• Stay agile. The Netflix ad platform is evolving fast. Watch for new features, formats, and targeting options rolling out through your DSP.

The Future: Netflix’s Own Ad Tech Platform

Netflix continues to invest in its own advertising technology, with plans to launch an in-house platform soon. For now, though, the opening of Google DV360, The Trade Desk, and Yahoo DSP is the biggest shift for advertisers since Netflix entered the ad game. Expect more innovation and more competition for audience attention as this ecosystem matures (Deadline, LinkedIn).

Ready to advertise on Netflix?

Whether you’re a big brand or a challenger, Netflix is now one of the most accessible, brand-safe, and high-impact video platforms in Australia. If you need help navigating the new options, Dorrington Media can guide you through campaign planning, creative, and DSP setup.

Streaming ads are no longer a closed shop. The future is programmatic, and Netflix is right at the centre.

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References:

• Netflix expands programmatic availability with Yahoo DSP
• eMarketer: Netflix adds Yahoo DSP, signals serious ad ambitions
• Marketing Brew: Netflix teams up with Yahoo DSP as Cannes Lions kicks off
• Deadline: Netflix adds Yahoo to roster of programmatic advertising partners