The way consumers watch movies has forever changed with the COVID-19 pandemic and the proliferation of in-home streaming options. Studios are adjusting their release strategies to embrace this new paradigm as consumers seek convenient access to higher-quality content anywhere, anytime. Transactional video on demand (TVOD) is a powerful tool for driving both increased viewership and revenue from those who prefer to rent movies at home.
Joe Bell was a new release set to hit theaters on July 23rd and transactional video on demand on August 10th. The studio needed Optimad to drive audiences to on-demand channels.
To build a high-performing audience with the best probability of driving conversions, we layered targeting tactics and data attributes to build a bespoke audience fit for this film including frequent moviegoers, proximity to theaters, interest in similar movies, demographics, and geography.
Leveraging our real-time intent and optimization strategy, we tested creative against dozens of variables in each audience to deliver the right creative at the right time for maximized engagement. We emphasized media spending for the most actionable audience segments with tailored creative to their unique personas.
We activated these creative pieces across display, native, YouTube, Facebook, Instagram, Twitter, paid search, and CTV, as well as direct advertising placements on relevant sites and platforms including Amazon and Fandango.
Joe Bell became a top-performing title on Prime Video during our advertising campaign. Based on our early success, the film was subsequently acquired by Amazon for its free streaming video on demand (SVOD) service after the transactional campaign ended.