With both average time spent in-ad and video completion rate exceeding benchmark, the ad successfully drew in potential moviegoers to learn more.
When a major entertainment company released one of its biggest action/adventure movies of the year, it strove to drive awareness of the new movie as the release date approached, the goal being to increase ticket sales once the movie was released.
In order to deliver a successful campaign, Verve built three custom audience segments based on proprietary location data and demographic, behavioral, and purchased-based targeting to reach the intended audience of the movie. The first segment targeted men aged 13-49, the second focused on movie goers – reaching older Gen Z and younger Millennials who over-index for visiting movie theaters – and the third retargeted consumers who were seen at movie theaters during the opening weekends of action/adventure movies, such as Star Wars™ and Deadpool™, in the past year. The third segment leveraged Verve expertise by building context around location data, pinpointing consumers who have a particular affinity for a specific type of film genre.
The creative unit – an interstitial with a 15- or 30-second video – had two distinct calls to action before and after the movie release. Consumers were given the opportunity to view a longer trailer until the movie released, at which time the call to action switched to “Buy Tickets.”
GREATER THAN 1.25% ENGAGEMENT RATE
The segment of consumers who were seen at opening weekends of action/adventure movies yielded the highest engagement with the video, proving Verve is effective at targeting the right audience. Overall, consumers were more likely to tap to buy tickets than to watch the longer trailer. Engagement rates were also highest in the evening, when consumers have more free time to consume content, and on weekends (the most popular movie viewing days).
AVERAGE TIME SPENT IN-AD 50% HIGHER THAN BENCHMARK
With both the average time spent in-ad and the video completion rate exceeding benchmark, the ad successfully drew in potential moviegoers to learn more about the movie.
Deadpool® is the registered trademark of Marvel Characters, Inc. Star Wars® is the registered trademark of LucasFilm, Ltd. Verve is not associated with or sponsored by Marvel Characters, Inc. or LucasFilm, Ltd.
Mobile in combination with digital out-of-home is the feul to realize out-of-home audience-based targeting. Mobile is paving the way of DOOH.
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