Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Netflix is the largest streaming service reaching over 100 million households in North America. It had always been a “No Advertising” platform until November 2022, when Netflix announced they would launch a BETA program for a select few advertising partners. Best Western was honored to be chosen as one of the first brands to advertise on the platform and the first in the travel category. Our primary goal was to strategically allocate our Connected TV (CTV) investment within one of the industry's top players while matching the fun, casual tone of the platform (Netflix) with similar messaging for our own brand, leveraging high energy, attention-grabbing music. We aimed to optimize our CTV advertising efforts by harnessing data-driven insights, ensuring efficient resource allocation and impactful results. Data remained at the front of our decision-making process, enabling us to refine our strategy and maximize the reach and impact of the campaign.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
During Summer Promo 2023 achieved our original goal of expanding our presence within the ad-supported Netflix landscape. We reached 1,714,855 unique profiles, ensuring broad visibility. Key performance indicators, including a 3.3x frequency per unique profile, 6,188,042 impressions, a 97.9% Viewability Completion Rate (VCR), and a low $0.07 Cost Per Viewable Completion (CPVC), demonstrate the campaign's effectiveness in engaging viewers and cost-efficient outcomes. Our commitment to data-driven strategies continues to drive success and innovation in our video advertising efforts.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The Netflix Video Advertising Innovation Campaign, Summer Promo 2023, achieved significant success in terms of engagement and cost-efficiency. Due to the nature of Connected TV (CTV) being an upper-funnel tactic, we are unable to directly attribute revenue or calculate a traditional Return on Investment (ROI) for this channel. Our primary key performance indicator (KPI) here was unique reach. The campaign reached 1,714,855 unique profiles and maintained a 97.9% Viewability Completion Rate (VCR) with a low Cost Per Viewable Completion (CPVC) of $0.07. While we can't directly quantify revenue or ROI, these results indicate that our investment effectively engaged our target audience and delivered efficient outcomes. We remain committed to optimizing our CTV presence on Netflix, focusing on unique reach and leveraging data-driven strategies to drive innovation in our video advertising efforts.
Please select a budget range for actual budget including any agency fees.
Entry Title
Best Western® Hotels & Resorts 2023 Netflix Video Advertising
Advertising - Innovation
Entry Award:
Bronze, President's Award