Starting a campaign knowing which audiences are most likely to meaningfully engage will significantly contribute to the success of the film's marketing cycle. This core audience group can also be used to help 'prospect' for additional audiences who may attend the cinema less but have an interest in the film genre or story.
The Audience Project (or TAP) was created to collect detailed behavioral data from all Gruvi campaigns. Data collection routines follow GDPR best practices and focus on anonymized data sets. This data is then analyzed through machine learning to create audience clusters that can be used to return to the major ad exchanges of Twitter, Facebook, Google, etc to target relevant film, tv or games ads at consumers.
TAP is funded through Creative Europe. To read more about the impact of this important project for European Audio Visual content follow the Gruvi Blog .