As your advertising partner, we’re always digging into the numbers to find what works best for your law firm’s marketing investment. Over the summer, we added Netflix to the media mix for several cj clients. Recently, we analyzed the impact in five different markets during a period when impressions (IMP) spiked due to lower costs. The big question: Did the increase in impressions translate to more leads? Here’s what we discovered.
Impressions Increased, But Leads? Not Always a Perfect Match
Our campaigns generated more impressions when rates decreased, meaning more people saw our ads. However, there wasn’t a direct, one-to-one relationship between increased impressions and an increase in leads. Digging deeper, we analyzed the data based on market size.
- Big Markets (#1-#25): Despite a significant increase in impressions, we saw no difference in leads. Ouch.
- Mid-Size Markets (#26-#100): These were more promising. We saw an uptick in leads as impressions increased, though it wasn’t proportional.
So, why the mixed results?
The Budget Factor: How Much You’re Spending Matters
There is an interesting budget-related pattern. In big markets, firms were spending less than $1 per household on traditional linear TV. In comparison, mid-size markets were investing at least $1.50 per household—and some were spending much more.
This tells us that Netflix and other high-profile CTV platforms might not yield direct-response results unless your firm’s linear TV budget is mature.
The Takeaway for Your Firm
Even though Netflix isn’t the direct-response solution we’d all love to have (yet), it still delivers value. Across the five markets, we successfully increased impressions among audiences who weren’t tuning in to traditional linear TV. This makes it an effective top-of-the-funnel branding tool. But when it comes to driving more leads, our best success was in mid-size markets where firms were already investing substantially on broadcast TV.
In short: If your linear TV budget is robust, adding Netflix could be a strategic way to broaden your reach and capture those who aren’t watching linear TV. But as a pure lead generator, we’re not quite there—Netflix remains an investment in awareness, not necessarily in immediate conversions.
As always, we’re here to strategize and make sure your media mix maximizes your firm’s potential. Reach out to your Brand Strategist today to talk about what makes sense for your market and budget.
