Netflix bets on outcomes over impressions for CTV measurement

As streaming becomes the new prime time, Netflix is rewriting the rules of advertising by prioritising outcomes over impressions.

At Omnicom Media Group APAC’s CTV Summit held on May 20 at Google Asia Pacific, the message was unmissable that CTV is no longer optional.

It is where audiences are, where attention lives, and increasingly, where business outcomes are being decided.

The summit, themed ‘Smart Screens, Smarter Ads—Winning with CTV’, brought together clients, agencies, and tech partners to unpack the evolving streaming landscape, with Netflix in sharp focus.

Zarak Khan, Director of Ads Management Strategy for Netflix APAC, was on a panel on measuring CTV effectiveness, together with moderator Venkatakrishnan, Chief Client Officer, Annalect APAC, Ben Bold, the Managing Director for McDonald’s Singapore and Eunice Loh, Media Effectiveness Product Lead at Google.

It was not just a show-and-tell of product features, but a wake-up call to the industry that CTV is becoming the new prime time, and measurement must keep pace.