The Challenge: Live Event Advertising in the OTT Era

It used to be that selling tickets to a comedy show was simple: run a TV ad, people see it, and ticket sales follow.  Spoiler alert: nobody does that anymore.

When the teams behind Nate Bargatze, Bert Kreischer, Jim Jefferies, and Fortune Feimster needed a better way to advertise their tours, they knew they needed to ditch the outdated playbook. With fewer people watching traditional TV and more content platforms competing for attention, advertising a live event requires a whole new strategy. In a world where everyone is glued to their devices, relying on traditional advertising wouldn’t cut it. They needed to meet comedy fans where they spend their time—on demand, binge-watching their favorite shows.

Enter Netflix ads: the underrated powerhouse of OTT (Over-the-Top) and CTV (Connected TV) advertising. Could it move tickets? That’s where Bauer Entertainment Marketing stepped in.

Why Netflix Ads? Let’s Break It Down.

Streaming services now reign supreme in the entertainment world. Platforms like Netflix, Hulu, and Max dominate, with streaming hitting a record-high 41.6% of total TV usage in late 2024. OTT and CTV are the one-two punch that delivers ads where people are watching. 

Here's the secret decoder ring of streaming terms:

  • OTT: Content delivered via the internet, no cable or satellite required (this is your Netflix, Hulu, Amazon Prime Video).

  • CTV: The actual devices where people watch that content (think: smart TVs, Roku, Fire Stick).

(Want more vocab? Check out our Live Music Industry Glossary) 

These platforms offer precise targeting and non-skippable ads, making them a game-changer for advertisers. 

Netflix has always been a trendsetter. Once solely subscription-based, it’s now a powerhouse in the ad space, boasting 70 million monthly active users on its ad-supported tier and a projected $30 billion in global CTV ad spend by 2025. Not bad for a company that used to send DVDs in the mail (RIP Blockbuster 🪦).

The Strategy: How to Sell Tickets with Netflix Ads

BEM crafted a Netflix-first advertising strategy designed to hit comedy fans where they were already watching – right in the funny bone 🦴. 

Just like a good joke, every campaign needs a solid setup. Here's ours:

  1. Leaning Into the Netflix Effect

    • Two of the comedians had just dropped Netflix specials. The other two already had existing specials on the platform. Either way, their faces were front and center on the platform—so why not capitalize on that momentum?

  2. Premium Inventory = Premium Results

    • Unlike other OTT platforms (we’re looking at you, Hulu), Netflix has positioned itself as THE hub for stand-up comedy. If you love stand-up, you’re watching Netflix. It’s that simple.

  3. Smart Targeting

    • With Netflix’s advanced targeting, we made sure these ads reached the right people—AKA, the fans most likely to buy tickets.

  4. Non-Skippable Ads = Full Attention

    • Unlike YouTube, where people smash the "Skip Ad" button like a video game controller, Netflix ads are non-skippable. That means higher brand recall and more impact.

  5. Reaching Younger Audiences

    • Netflix’s ad-supported tier meets the (18-34) demographic where they’re at. Marketing tickets to Gen-Z is no joke; this demo is notoriously hard to reach through traditional TV ads. This made it the perfect platform for driving ticket sales.

The Results: Comedy Meets CTV, and the Punchline Pays Off

This wasn’t just a test run for Netflix ads. It was a blueprint for how to sell tickets in the streaming era. The proof is in the numbers. BEM delivered the following results:

  • 15+ cities, in each tour, marketed with dedicated Netflix ad campaigns.

  • An average CPM of $40.80.

  • 37,500 impressions per city, on average.

Targeted ads. Real results. All without blowing the budget.

How Netflix Compares to Other OTT/CTV Platforms

OTT and CTV ad spend hit $26.92 billion in 2022, but it still trails traditional linear TV spending, which topped $60 billion. That gap is closing fast, and Netflix is leading the charge.

  • YouTube ads: $20-$25 CPM

  • CTV platforms: $35-$65 CPM

  • BEM’s Comedy Netflix Campaign: $40.80 CPM

In terms of effectiveness, the numbers speak for themselves:

  • 23% of CTV viewers purchase after seeing an ad (vs. just 12% for linear TV viewers).

  • 65% of marketers now consider CTV a performance channel, with 52% using it to drive web visits and revenue.

Like we said, Netflix ads deliver real impact.

7 Reasons Netflix Should Be Part of Your Entertainment Marketing Advertising Strategy

As more advertisers shift their budgets to OTT/CTV, Netflix stands out as a must-use platform. You don’t need a massive event advertising budget to make a massive impact. Here's why:

  1. Massive Global Audience

    • Millions of engaged viewers, binge-watching for hours at a time, are ready for brand exposure.

  2. Non-Skippable Ads

    • Ensures full viewability and higher brand recall. 

  3. Premium, Original Content

    • Chrissy, wake up! Netflix is known for exclusive, high-quality programming that become part of the cultural conversation. 

  4. Reaches Younger Audiences

    • The Netflix ad tier attracts hard-to-reach 18-34-year-olds. 

  5. High Engagement

    • Users watch 2+ hours per day, providing ample ad exposure.

  6. Advanced Targeting

    • Love Is Blind, but ad targeting isn’t! Ads can be tailored by age, gender, location, interests, and genre.

  7. Brand Awareness Powerhouse

    • Perfect for top-of-funnel marketing.

Ready to Launch a Netflix Ad Campaign?

OTT and CTV advertising are growing fast, and Netflix has proven to be a powerful channel for reaching engaged audiences. Whether you’re advertising a live event, launching a product, or boosting brand awareness, BEM can help you build a binge-worthy campaign.

Let’s make your next campaign a hit.

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