Evaluation of Netflix’s Local Ads for Turkey in the Context of Global Brands’ Local Advertising Strategies

Global advertising strategies can be classified as standardization, adaptation and local advertising strategies. In the local advertising strategy, different from its global advertising strategy, a global brand creates specific or unique advertisements (Tvc, print, etc.) in line with the specific advertising strategy for a country. Netflix promotes the content of the platform and indirectly itself with its local advertising strategies that are carried out in many countries. Netflix which applies this advertising strategy in many parts of the world, has also created unique commercials for audiences in Turkey. The purpose of this research is to reveal cultural elements used by Netflix in Turkey-specific commercials. For this purpose, it examined 8 commercials created for Turkey specifically by Netflix and tried to determine what cultural elements that contributed to the localization of commercials. The cultural elements in commercials are listed in the Onion Model framework created by Hofstede (1991). Then, cultural items in the list were analyzed by descriptive analysis. Themes were formed as a result of descriptive analysis. In line with the data obtained from the study, in Netflix’s commercials for created specifically for Turkey, localization was carried out with 5 themes. These themes are character, space, object, language and music. As a result, a global brand, Netflix, which implements a successful local advertising strategy in Turkey, may also inspire other global brands about applying local advertising strategies. In today’s world the idea of “think globally, act locally”is replaced by the idea of “think globally, act globally”. So, local advertising strategies like Netflix’s could give clues about creating a successful local advertising strategy in many countries