US V Europe For Entertainment Based Media
A recent analysis of 57 movie campaigns for theatrical releases within Dynamic Logic’s MarketNorms database (Q3/2005) reveals that online movie ads perform among one of the highest industries in positively raising Aided Brand Awareness (+9.8) and Brand Favorability (+4.3) on average.
Further research shows that advertising’s impact on Awareness and Purchase Intent was highest early on in the campaigns, at least 4 weeks (21-27 days) prior to the movie release date. In fact, the online advertising’s impact at four weeks out was quadruple what it was a week from the release date, +22.5 points compared to +5.4 points, respectively. Similarly, and perhaps somewhat surprising, the impact on Purchase Intent is greatest about 4 weeks (21 or more days) prior to the movie release with an increase of +13.9 points in consumers’ intent to buy movie tickets. While campaigns still have a positive impact on both metrics over time, the impact decreases as the movie release date nears, as shown in the chart below.
My personal belief is that Europe are behind America in online ticket sales. I believe this is simply because most Americans have a good drive to their cinema which makes planning key. Big blockbusters which are noted as must see movies, have a bigger pull for pre booking, but even then consumers will still chance buying a ticket on the night.
Dynamic Logic comment that "there is an initial boom and buzz effect. Since movie consumers want to be entertained, initial advertising is meant to create buzz and get audiences excited and talking about the film". The greatest challenge in Europe is still with Advertising spends allocated to online from overall marketing budgets. Using editorial and exclusive content can allow you to create the boom and buzz effect without having to purchase high price ad spaces. Even 4 weeks from release you may be competing with another distributor, which means your initial buzz campaign could be diluted from an ad perspective; with exclusive content you could secure premium editorial slots.
Dynamic Logic then addresses competitive positioning with the following statement "Competition for consumers’ movie dollars increases as the release date nears. The closer you get to the movie release date, potential audiences are more likely to be aware of competitive entertainment options for the same weekend and will become more discriminating in their choice of movies to see. Movie consumption requires a relatively heavy time commitment – the average movie-goer is likely to whittle down his or her choices of movies to see in a given week, rather than see all of them". For Europe this is when i personally believe the biggest advertising investment must occur, if you've missed the early buzz phase you could turn a consumer around at this point in the decision making process.
A few years back i worked with a colleague to pioneer a smarter working relationship with media owners, to co-ordinate Editorial & Advertising alongside each other. Dynamic Logics article commented on "Other sources in the form of movie critics and other word-of-mouth reviews also begin to play a greater role in the movie decision making process in the immediate weeks prior to release date. Thus, advertising’s role in driving people to theaters can be diminished where negative reviews override the impact of the campaign". If you can get a media owner to support your campaign editorially then you are actually getting your third party PR.
Given the above, Dyanmic Logic have the following tips for marketers;
* Leverage the “buzz factor” early to generate awareness. Each new movie is a new brand, so raising awareness is an important first step. The more people are aware of a movie early on before competitive and secondary factors increase their role in the decision-making process, the greater the number of people who will be able to consider the movie as the release date approaches.
I personally recommend having close ties with your media owner. In return for an advertising budget, exclusive content you should be able to get early buzz through premium editorial.
* Creative content is STILL key. Use creative that will both generate an interest in the movie and provide a strong call to action to see the movie from the outset of a campaign.
Call to action is not all about 'watch the trailer', think about the environment in which you are advertising in and the target audience. Are you targeting parents in which case you want to pitch the case of the best family movie this summer. Perhaps you are targeting kids in which case messenger downloads and interactive content will help them keep the awareness of the film high.
* Rich media, especially online video ads, are highly recommended. Ads showing movie trailers can also be an appealing draw as they entertain as well as inform consumers. By providing a “sneak peak” of the movie trailer, ads with video can be powerful influence on potential movie-goers. They have the ability to raise awareness and provide enough information that the consumer can evaluate whether or not they want to actually watch the movie.
Remember that working with Rich Media you can set your frequency lower to 2 to get the impact you need.
The fact of the matter is each movie release is different, has a different target audience and different appeal to that audience. Therefore with any campaign you need to be responsive and keep up with trends.
SOURCE: Dynamic Logic's MarketNorms® is a marketing effectiveness database. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
Further research shows that advertising’s impact on Awareness and Purchase Intent was highest early on in the campaigns, at least 4 weeks (21-27 days) prior to the movie release date. In fact, the online advertising’s impact at four weeks out was quadruple what it was a week from the release date, +22.5 points compared to +5.4 points, respectively. Similarly, and perhaps somewhat surprising, the impact on Purchase Intent is greatest about 4 weeks (21 or more days) prior to the movie release with an increase of +13.9 points in consumers’ intent to buy movie tickets. While campaigns still have a positive impact on both metrics over time, the impact decreases as the movie release date nears, as shown in the chart below.
My personal belief is that Europe are behind America in online ticket sales. I believe this is simply because most Americans have a good drive to their cinema which makes planning key. Big blockbusters which are noted as must see movies, have a bigger pull for pre booking, but even then consumers will still chance buying a ticket on the night.
Dynamic Logic comment that "there is an initial boom and buzz effect. Since movie consumers want to be entertained, initial advertising is meant to create buzz and get audiences excited and talking about the film". The greatest challenge in Europe is still with Advertising spends allocated to online from overall marketing budgets. Using editorial and exclusive content can allow you to create the boom and buzz effect without having to purchase high price ad spaces. Even 4 weeks from release you may be competing with another distributor, which means your initial buzz campaign could be diluted from an ad perspective; with exclusive content you could secure premium editorial slots.
Dynamic Logic then addresses competitive positioning with the following statement "Competition for consumers’ movie dollars increases as the release date nears. The closer you get to the movie release date, potential audiences are more likely to be aware of competitive entertainment options for the same weekend and will become more discriminating in their choice of movies to see. Movie consumption requires a relatively heavy time commitment – the average movie-goer is likely to whittle down his or her choices of movies to see in a given week, rather than see all of them". For Europe this is when i personally believe the biggest advertising investment must occur, if you've missed the early buzz phase you could turn a consumer around at this point in the decision making process.
A few years back i worked with a colleague to pioneer a smarter working relationship with media owners, to co-ordinate Editorial & Advertising alongside each other. Dynamic Logics article commented on "Other sources in the form of movie critics and other word-of-mouth reviews also begin to play a greater role in the movie decision making process in the immediate weeks prior to release date. Thus, advertising’s role in driving people to theaters can be diminished where negative reviews override the impact of the campaign". If you can get a media owner to support your campaign editorially then you are actually getting your third party PR.
Given the above, Dyanmic Logic have the following tips for marketers;
* Leverage the “buzz factor” early to generate awareness. Each new movie is a new brand, so raising awareness is an important first step. The more people are aware of a movie early on before competitive and secondary factors increase their role in the decision-making process, the greater the number of people who will be able to consider the movie as the release date approaches.
I personally recommend having close ties with your media owner. In return for an advertising budget, exclusive content you should be able to get early buzz through premium editorial.
* Creative content is STILL key. Use creative that will both generate an interest in the movie and provide a strong call to action to see the movie from the outset of a campaign.
Call to action is not all about 'watch the trailer', think about the environment in which you are advertising in and the target audience. Are you targeting parents in which case you want to pitch the case of the best family movie this summer. Perhaps you are targeting kids in which case messenger downloads and interactive content will help them keep the awareness of the film high.
* Rich media, especially online video ads, are highly recommended. Ads showing movie trailers can also be an appealing draw as they entertain as well as inform consumers. By providing a “sneak peak” of the movie trailer, ads with video can be powerful influence on potential movie-goers. They have the ability to raise awareness and provide enough information that the consumer can evaluate whether or not they want to actually watch the movie.
Remember that working with Rich Media you can set your frequency lower to 2 to get the impact you need.
The fact of the matter is each movie release is different, has a different target audience and different appeal to that audience. Therefore with any campaign you need to be responsive and keep up with trends.
SOURCE: Dynamic Logic's MarketNorms® is a marketing effectiveness database. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
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