Finding your audience: what they DO is more important than who they ARE.
Film distributors (both theatrical and VOD) face one major problem when it comes to targeting ads at their customers: the best behavioural data about those audiences historically belongs to cinemas and VOD platforms, and they are often unwilling to share it.
Behavioural campaigns serve ads to prospects based on their past behaviour while Contextual campaigns try to place ads where “best-fit” potential prospects are going to be browsing.
Imagine how much more effective your ads would be if you could:
Know the relative value of various ad platforms in terms of the actual sales generated – are Facebook or Instagram users more likely to buy?
Minimise wastage - ensure that ads are no longer served to users that had already made a purchase
Better understand the behaviour of your audience and use that data to test new approaches
Gruvi can now deliver all of the above, thanks to The Audience Programme (aka TAP). This EU funded initiative builds on the ever-growing pool of data we have, taken from the results of almost a decade’s work with both distributors and exhibitors. Continued analysis and interpretation of this data means we can target actual users based on their actual behaviour, and also identify similar users to create effective lookalike groups.
Here is a recent example of how successful this approach can be, when we promoted two theatrical releases – “Emma” and “KRUDTTØNDEN” – for a week in Denmark (just prior to the corona lockdown). We ran two sets of ads, one that targeted users identified via our behavioural ad strategy, and one that targeted users identified via a more traditional contextual/interest based strategy:
“KRUDTTØNDEN” Return On Ad Spend - behavioural ads: X 2.4 Return On Ad Spend - contextual/interest based: X 1.8
Return On Ad Spend - behavioural ads: X 4.4 Return On Ad Spend - contextual/interest based: X 1.4
The success of the behavioural ads benefited from targeting users who had visited their local cinema's website once or more over the past six months, and similar lookalike groups.
Email us to learn more and book a free consultancy to discuss how Gruvi could improve the results of your movie online ad campaigns.