文本描述
1、每日微信群内分享7+最新重磅报告;
4、行研报告均为公开版,权利归原作者
所有,起点财经仅分发做内部学习
02Marketing Solutions
Do Movie Marketing Budgets Need a Digital RebootWhite PaperDo Movie Marketing Budgets Need a Digital Reboot
Introduction
Study Methodology
Key Findings
Studio Ad Spends at a Glance
How Much Credit Should Marketing Get for Driving Box Offce Sales
Which Media Channels Powered the Most Ticket Sales
Which is the Most Effcient Digital Channel
The Role of VIV (Viral Impression Volume)
VIV and Organic Search
Movie Marketers Should Rethink Revenue-Boosting Spend
Findings at a Glance
Methodology
About Neustar
04
06
0923
24
28
Table of
Contents
03Marketing Solutions
Do Movie Marketing Budgets Need a Digital RebootWhite Paper
Introduction
Neustar’s fndings showed that while TV remains a
highly impactful movie marketing channel, digital
advertising tops TV in some crucial areas of primary
importance to movie marketers.
In 1975, Universal Pictures placed a bold bet on a flm release. To advertise an
upcoming summer flm, the studio placed a then-astounding $700,000 into
national TV spots—at a time when studios barely spent on TV ads at all. The move
paid off. That flm release was
Jaws
, the picture became the highest-grossing
movie to date; and nearly overnight, television became the new anchor of the
studio media mix.
Television took its place in studio marketing, largely because one flm team
was ready to radically rethink its marketing investments. Is it time for studio
marketers to reconsider their investments once again Based on fndings from
Neustar’s recent analysis of the most effective movie marketing channels, the
answer is yes.
Neustar—engaged by Facebook—evaluated 70 major studio releases across a
wide variety of genres, representing $1.8 billion in marketing spend and the
majority of wide-release box offce sales. Facebook had questions about its own
contribution to box offce sales, particularly its impact on the overall media mix.
They asked us to study the following questions:
§§What type of channel mix most effectively generates incremental box
offce revenue
§§What specifc role does Facebook play in this mix
Neustar’s fndings showed that while TV remains a highly impactful movie
marketing channel, digital advertising tops TV in some crucial areas of primary
importance to movie marketers.
The time may be right for marketers to jump back into the water. The marketing
mix tides appear to have, once again, changed course.
04Marketing Solutions
Do Movie Marketing Budgets Need a Digital RebootWhite Paper。。。