Netflix targets marketing "micro-moments"

Stephen Whiteside

This event report outlines how Netflix, the video-streaming service, is using the idea of micro-moments to inform its marketing strategy.

Netflix targets marketing "micro-moments"

Stephen WhitesideWarc

The playbook for promoting new films and TV shows has long relied on a familiar narrative.

"Movie marketing – and entertainment marketing – is very formulaic," Kelly Bennett, Netflix's chief marketing officer, reported at Advertising Week 2015 in New York City. "I used to market movies for Warner Bros for many years. And the trailer was always this two-minute-and-twenty-second variation – a very static way of going out and marketing your product."

Whatever the genre or substance of the content in question, he continued, the trailer employed a three-act structure:

  • introduce the story;...

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