Netflix’s interactive ads will make you stop scrolling. You make choices in the ads. Next thing you know, you’re hooked on the storyline before the show even drops.
Expert Say
Nicole LaPorte at Fast Company explains this is Netflix’s next frontier, following the interactive hit Bandersnatch, to boost engagement and differentiate from rivals like Disney+ and Apple TV+. Early tests, like You vs. Wild and children’s content, confirmed viewers crave control (fastcompany.com).
Anna Talerico on Medium’s Ion by Rock Content argues interactive content isn’t just gimmicks – it’s powerful marketing. She highlights that 81% of marketers see it boosting attention, while 79% say it drives repeat engagement. Netflix is counting on viewers revisiting ads to explore alternate storylines.
Our Take
This move flips traditional ad storytelling on its head. Instead of static scenes, you’re cast as the decision-maker. It mimics game-like mechanics, creating emotional ownership. You don’t just see the plot—you live a fragment.
It’s bold. It’s smart. And for Netflix, it serves multiple goals:
- Teases narratives in a dynamic, memorable way.
- Collects real-time choice data to fine-tune campaigns.
- Builds pre-drop hype by making fans active participants.
No wonder it’s becoming Netflix’s secret weapon.
3 Action Steps
- Add branching arcs to your next campaign: Choose 2 key touchpoints in your ad (e.g., hero’s dilemma or supporting character’s fate). Film multiple short variations (10–20 sec each). Deploy via interactive platforms like Instagram Stories, YouTube ads, or even TikTok polls.
- Track choices for smarter follow‑up: Use analytics to capture which options users choose. Segment audiences: e.g., those drawn to dramatic endings get sequel content; curiosity‑seekers get behind‑the‑scenes. Retarget with personalized hooks based on their previous choice path.
- Treat ads as micro‑episodes: Create a mini‑series of interactive ads (3–5 episodes). Tease new plotlines in each ad and give viewers a reason to return (“Episode 2 drops tomorrow, starring your choice”). Promote it as an event—use branded hashtags: e.g., #ChooseYourNextMove.
Netflix’s interactive ad gambit is more than a gimmick—it’s a strategic shift. It turns passive viewers into active players. The result? Deeper engagement, emotional investment, and smarter marketing. Brands wise to interactivity can beat the scroll and resonate long before launch day (polygon.com, theguardian.com).
Written by Lusine Sargsyan
