Online film advertising should play a growing role in the marketing of movie releases according to a groundbreaking new study by Microsoft Advertising and 20th Century Fox.
The study used MESH Planning’s unique Touchpoints Return on Investment (TROI) model to chart the contribution of online film advertising alongside those of other media channels used to market new films in France and the UK. Using mobile phones to record consumers’ reactions in real time, the study reveals a unique and valuable role for digital media. Online film advertising is the most cost-effective media touchpoint encountered by potential filmgoers, and the channel that delivers most broadly across consumers’ four-stage ‘Journey to view’ a film.
Comparing the digital film advertising campaigns for 20th Century Fox releases The Day the Earth Stood Still and Australia to those of other films, the study found that online film advertising played a vital role in the media mix as part of the integrated marketing approach typically used for movie releases. The digital channel extended the reach of integrated marketing to new audiences and proved the most cost-effective channel per media touchpoint for both 20th Century Fox films. Online film advertising was particularly effective at presenting film trailers in a positive environment and broadening their reach beyond the cinema environment. Trailers were confirmed as the single most influential element in consumers’ decision to view a film.
The research also showed the value of creative, immersive experiences in building a digital film advertising campaign and delivering more positive touchpoint experiences for potential filmgoers. The particularly high engagement levels recorded amongst the in-game advertising audience demonstrated the value of using digital marketing to target smaller, potentially influential groups.
For further information on this research, please contact Simon Falconer, Consumer Insight Lead EMEA
View our Interactive Planning Matrix for further information on how to combine digital and traditional media channels to best effect.
