Netflix Doubles Down on Advertising
Netflix is going all in on ads, projecting $3 billion in ad revenue this year while growing its advertiser base more than 70% and surpassing 190 million monthly ad viewers. Programmatic is quickly becoming the backbone, expected to account for over half of non-live ad buying as its in-house ad tech matures. Marketers should see Netflix as a rapidly scaling, data-rich CTV platform where early programmatic adoption can unlock efficient reach before saturation drives up costs.
Coachella Reshapes Experiential Marketing
Coachella is signaling a shift in experiential marketing, with brands moving beyond sponsorships into immersive activations built for content at scale. Companies like Rhode are creating social-first production hubs through real-world experiences that blend influencer strategy and short-form video. Marketers should treat experiential as a core media channel, ensuring every activation connects to paid distribution and drives measurable results beyond the event.
Instagram Expands Algorithm Control
Instagram is giving users more control over what they see by expanding “Your Algorithm” beyond Reels into Explore, letting people actively shape their content preferences across surfaces. That shift toward user-tuned feeds, powered by AI, signals a future where passive discovery gives way to intentional consumption. Marketers need to create content that audiences will actively opt into, not just content that performs well in a black-box algorithm.
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