Predictive Advertising Solutions for Advertisers

Historically the industry predicted an upcoming movie39s audience by considering the demographic profile tone content and cast of prior similar movies known as comps amp160For example let39s pretend the Rrated animated filmamp160Sausage Partyamp160was releasing in April 2018 amp160Using this traditional approach the comp audience foramp160Sausage Partyamp160would be based upon attendees of previous Rrated grossout movies amp160But this results in an inaccurate audience profile because it assumes that those who watch aamp160movieamp160likeamp160Sausage Partyamp160only ever want to see movies just like itInsteadamp160Movio Media39s proprietaryamp160Similarity Algorithmamp160is based upon online and offline individual ticket purchases and reveals that the five most similar movies are a mix of grossout comedies Neighbors 2 and Mike and Dave Need Wedding Dates edgy superhero movies Deadpool Suicide Squad and a horror movie Don39t BreatheIf one were to comp movies using the historic approach instead they would incorrectly predict and cater to an audience which was younger more female skewed and with an overemphasis on Caucasians instead of those who eventually watched Sausage Party amp160However by building upon a foundation of Movio39s methodology and data along with other proprietary data Screenvision can now better predict and deliver against an advertiser39s desired targetquotThis research partnership allows us to tap into the most comprehensive database of its kindquot saidamp160Sarah Baraschamp160Senior Vice President of Insights and Measurementamp160for Screenvision Media amp160quotNow we can target moviegoers more precisely with behavioral insights in our ad planning toolkit amp160As a result we can sell space to advertisers seeking to connect with the real audience for a specific movie titlequotMovio captures ticket sales wherever they occur through the box office intheater kiosks online and inapp from exhibitor and thirdparty ticketing vendorsamp160such as Fandango and Movie Pass amp160It also captures transactions regardless of how they occur cash credit card loyalty points gift cards and vouchers resulting in a database of millions of cinemagoers drawn from across the United States who have gone to the movies within the past yearThat actual transactional history reveals more than simple demographic data Matthew Liebmann Global President of Movio explainedamp160 quotIt is often the proxy used when marketers don39t know more about a target groupquot he added amp160quotIt39s how you spend your time and money that ultimately countsquotTheir approach he continued quothas the ability to use over 100 filters in virtually unlimited combinations to let clients like Screenvision find the perfect audience for any advertisers in real time amp160They can identify cinemagoers based on the movies they39ve watchedquotamp160Filters are wide ranging and can includeamp160high concession spenders people who have seen family films over the last 24 months those who attend movies twoamp160times or more per month time of day preferences response to discounts etcContext also matters and is in fact an increasingly important consideration in ad placement amp160Barasch is confident that the added audience filters enable her company to successfully schedule ads quotat the right time in the right context and with the right message for each audience to really maximize impactquotAs advertisers continue to demand accountability and consumers continue to respond to personalized messaging Screenvision will continue to cast data in the lead role of theamp160connected cinema journeyPhoto credit Screenvision MediaClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Predictive Advertising Solutions for Advertisers

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Mary Ellen Holden

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Predictive Advertising Solutions for Advertisers

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Mary Ellen Holden

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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