Social and Influencer > Online Ad

SPECTRUM

DROGA5 SYDNEY, Sydney / NETFLIX / 2015

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Overview

Credits

Overview

Execution

In a first for the platform, 5 meticulously edited and match-cut videos streamed simultaneously, with 5 fully synchronized audio tracks, allowing seamless interaction.

Requiring category-leading customization, and full integration with publishers and Google, the interactive video was built in a custom video player, and I-framed into a YouTube branded channel using a YouTube Gadget. HTML5 Masthead banners then pulled the interactive content into expanded panels.

Just as Netflix had reinvented entertainment, they had now reinvented the banner ad.

Outcome

Banner interaction rate = 4 times the industry standard at 7.94%

Banner expansion time = 4 times the industry standard at an average of 66 seconds

60% more time earned than industry standard = Average of 56sec interaction (vs. 35" benchmark)

And since the project began, subscriber numbers have increased by 5 million.

Strategy

With over 55 million subscribers across 50 countries, Netflix has reinvented the way we watch TV. Uniquely for the category, it responds to what you like to watch, placing the viewer in control. Our goal? Sign ups. So we needed to introduce Netflix as close as possible to sign up - in banners. But how could we create an innovative experience worthy of this ground-breaking entertainment service, in a banner?

Introducing Netflix Spectrum. A multilayered story that puts the viewer in control. The story encompassed 5 pieces of content, turned into one seamless experience. The arrow keys let the user control the story in real time. Press up to lift the mood, or down into darker stories.

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