For entertainment companies, trailers and ticket sales are forever linked, and digital content goes a long way toward driving TV views. Increasingly, advertisers on these platforms are turning to new targeting technology to increase exposure, boost awareness and drive conversions related to their content.
Moving the needle on motion picture ticket sales
According to a study conducted by Google Search and Millward Brown Digital, movie trailers have 3 times the impact on a movie-going decision as any other online source. Thirty-nine percent of consumers named trailers as influential, compared with 11 percent for cast information and 8 percent for word-of-mouth.
With data-powered dynamic ads, it's possible to amplify a trailer's natural momentum. Research has found that consumers are twice as likely to interact with ad content delivered in real time, and that the presence of real-time content in display ads improves brand favorability and purchase intent. That means entertainment brands can get their videos in front of the consumers who are most likely to share them, at the most opportune moment. And that makes programmatic creative a valuable strategy for marketers hoping to fill theaters on opening weekend.
Dynamic creative development gives ads character
It goes without saying that the "one size fits all" advertising model has evolved. Responsive design allows advertisers to turn a single format into an ad tailored to each device, while programmatic creative technology lets them create unique messaging designed for each consumer.
While some marketers shy away from online video because of the expense, entertainment companies have a nearly endless supply of 30-second clips, cast interviews and press junket footage at their disposal. These advertisers can use programmatic creative solutions to piece together multiple iterations of a video ad, buttressing a beloved format with the power of automated creative execution. Trailers are viral, but outtakes, bloopers and behind-the-scenes footage can be just as effective at inciting shares.
Programmatic also makes it possible to match content to core demographics and situational data signals. Millennials may respond best to bloopers, while older viewers might prefer exclusive clips—and these are just the kinds of discoveries that programmatic creative can assist brands in making. Once an entertainment advertiser is armed with this wisdom, it can target audiences through mobile at specific times of day. This gets ad creative in front of viewers prior to a movie premiere, show release or key timeslot.
Promotion, part two
A consumer's entertainment choices are based on personal preference. Some watch sci-fi because they're drawn to futuristic stories; others watch documentaries because they like the depth and realistic angle. Our interests and tastes compel us to seek out additional content that fits into these designated parameters, and programmatic creative can deliver display ads based on the same.
This is especially true of campaigns intended to promote a movie sequel or new TV series. When the goal is to upsell consumers on similar content, you look to personas that have previously demonstrated an interest in your franchise or genre. Audience extension capabilities and algorithms that can track past ticket purchases make this possible.
Programmatic creative is a technology that excels at leveraging audience data to enhance both media buying intelligence and ad messaging. That's vital to the success of advertisers of all kinds, because every detail that a brand can glean about a consumer represents an opportunity to satisfy his or her advertising needs.
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