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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

• As with any brand advertising campaign, measure and optimize against relevant Brand Lift metrics. For entertainment campaigns, this often equates to measuring the lift the ad campaign drives in intent to see the movie or program and lift in actual attendance or viewership. Click-through rates are irrelevant.
• Entertainment campaigns are best driven by certain types of ads, particularly those that provide a teaser to the movie or program content. In this particular case, the majority of the Brand Lift was driven by a click-to-play trailer. Impressions were shifted to this trailer in order to increase Brand Lift.
• Entertainment campaigns often drive the greatest Brand Lift in a frequency range of 3-5 exposures. In this particular case, Brand Lift was optimized with 5 exposures, at which point the frequency was capped to increase reach and maximize the return on advertising spend.
• Given their short duration, real-time data on overall campaign performance and the elements driving the performance — frequency, creative, and placement - are key to measuring and optimizing entertainment campaign results. Leverage technology to gain access to real-time data.

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