In an exclusive conversation at Cannes Lions 2025, Marcos Órdenes, Director of Netflix Ads Mexico, shared game-changing announcements about the platform’s advertising evolution — highlighting innovation, personalization, and an aggressive expansion plan across Latin America.
🚀 A Year of Growth and Full Control. Just one year after taking full control of its ad-supported model, Netflix has grown ad-tier users by over 300% in markets like Mexico and Brazil. With this momentum, Netflix is now ready to scale its ad capabilities regionally and globally.
🧰 Introducing Netflix Ads Suite in Latin America. Starting July 1st, Netflix will officially launch its in-house Netflix Ads Suite in Mexico and Brazil, offering advertisers advanced tools for:
- Audience targeting by genre, gender, mood, and behavioral trends
- Direct integration with programmatic platforms like Google DV360, The Trade Desk, and now Yahoo DSP
- Custom ad planning based on what users are actually watching — from horror films to romantic dramas
“Mood matters. Someone who typically watches sports might be in a romantic phase. We want brands to connect with that context,” said Órdenes.
🥊 Netflix Goes Live with Sports — Canelo Fight Exclusive. Netflix is doubling down on live sports, announcing its first-ever global boxing event:
Canelo Álvarez vs. Kraut, streaming live worldwide September 13 — exclusively on Netflix.
Even more groundbreaking: for the first time outside the U.S., Netflix will allow live ad placements during the event for Mexican advertisers — a new frontier in the streaming ad space
📈 What’s Next: Content Meets Context. Looking ahead, Netflix is betting on premium content to drive sustained growth:
- Stranger Things (final season)
- Squid Game (season finale)
- Wednesday (season two)
- Guillermo del Toro’s Frankenstein
This content pipeline, paired with live sports and localized ad tech, positions Netflix as a new kind of television — one where personalized storytelling meets measurable performance.
“We’re not just reinventing entertainment. We’re reimagining advertising itself,” said Órdenes.
🧠 Smarter Ads, Better Results. With real-time data from user viewing behavior, Netflix Ads enables brands to plan campaigns aligned with audience interests and content trends. Brands like Victoria have already leveraged this model to create performance-driven campaigns — including product sales directly within Netflix.
🎬 Final Takeaway. Netflix is no longer just a streaming giant. It’s becoming a full-funnel media platform.
From content to commerce, from CTV to contextual storytelling, the company is reshaping the landscape for advertisers and audiences alike — and Latin America is at the center of that strategy.
📍 Stay tuned for more updates from Cannes Lions 2025 only on Roastbrief.us.
