Entertainment

Successful Online Brand Advertising Campaigns: Promoting Movies and Television Programs

The entertainment industry spends millions of dollars advertising online to promote new movie openings and television programs, often with little to no ability to measure the return on its investment - the incremental attendance or viewership driven by the ad campaign. Lacking relevant metrics on overall campaign performance and the key elements driving it — creative, frequency, and placement — this investment is at risk. When campaigns are proactively managed, however, advertisers and the publishers they work with can flip this dynamic and create some pretty impressive results. Take, for example, the following campaign promoting the release of a new block-buster movie:

CAMPAIGN Promote release of new movie
BRAND LIFT OBJECTIVE INTENT (To see movie)
BEHAVIOR (Attended movie)
RESULTS 69% lift in intent to see the movie
30% lift in actual attendance

How to Replicate their Success

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