A leading broadcast network and movie studio wanted to measure the effectiveness of advertising on visitation to a theater and attendance pre/post opening weekend.
Provide a service that delivered people exposed to movie advertising, those that visited the theater and saw the movie.
Understand moviegoer behavior – who were they with when they saw the movie, were they the decision makers, and what influenced their decision to go to the movie.
Have the ability to adjust or optimize their marketing strategy and focus based on the real-time consumer response and reaction that was coming in via national audience.
The People Platform self-service technology enabled the broadcaster and studio to define a network of national movie theaters where measurement would occur in real-time.
As people visited one of the 5,000+ movie theater locations, they were notified to share their path to attendance and experience at the movie theater location as well as inform the influences on their decision to attend.
The People Platform received first party accounts directly from moviegoers and matched this with SmartTV data to determine who had been exposed the movie advertising and then tracked their visitation and attendance patterns.
This was the first time that broadcaster and movie studio could receive the FULL path to attendance from people – exposed to advertising in their home and then visited a movie theater location and attended the movie with friends.
62.7% of people who participated went to the movie we were measuring
52% of people who participated were the key decision makers for seeing the movie.
96% of people either made the decision or shared the decision with another person
43% of people went with one other person, 29% went with 2-3 other people