Patagonia × GORE-TEX
POWSlayer AW25 — Netflix CTV UK

Campaign Insight

The Netflix carve-out ran for 13 days from 24 March to 5 April and delivered 359,574 impressions against the €15k GORE-TEX budget, landing the full spend at an eCPM of €41.70. The completion numbers are really where this channel earns its keep, 96.3% of people who started the ad watched it all the way through, which works out at roughly 346k full views. That’s the beauty of Netflix CTV, big-screen, sound-on and unskippable, so the creative actually gets watched rather than scrolled past.

Geographically, the delivery sat where you’d expect it to, Greater London took 63.2k impressions on its own (17.6% of the total), and then Manchester (5.9k), Glasgow (5.5k), Belfast (4.8k) and Leicester (4.0k) rounded out the top five. That’s pretty much a map of where the POWSlayer audience lives, affluent urban professionals who take their outdoor pursuits seriously, so it’s a nice efficient match between what Netflix’s household targeting serves us and who we’re actually trying to reach. We’d struggle to get that level of targeting on traditional broadcast TV for this kind of budget.

The content context is a nice one too, most of the impressions ran against Drama (126.9k), Comedy (66.9k) and Action (33.2k), which are Netflix’s most-watched genres, and we also picked up smaller pockets in Sports (4.3k) and Travel (0.9k) that sit right in POWSlayer’s wheelhouse. For GORE-TEX this is a decent co-op execution, the POWSlayer range gets a premium big-screen moment on a platform where people are actually paying attention, and the GORE-TEX fabric story comes through naturally at the product level throughout the creative.