Title : Viacom and Movio Partnership Transforms How Film Studios Use Data to Reach Moviegoers
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Viacom and Movio Partnership Transforms How Film Studios Use Data to Reach Moviegoers
Official Viacom Inc. Press Release via Celluloid Junkie:Viacom and Movio Partnership Transforms How Film Studios Use Data to Reach Moviegoers
Viacom Vantage Adds Movio’s Comprehensive Audience Data To Deliver Industry’s Most Effective Movie Marketing Campaigns Across Viacom’s Media Networks
NEW YORK AND AUCKLAND, NEW ZEALAND (March 13, 2018) – Viacom Inc. (NASDAQ:VIAB, VIA) and Movio, the global leader in marketing data analytics and campaign management solutions for the film industry, have entered into a partnership that combines the power of Movio’s comprehensive moviegoer data with Viacom Vantage’s renowned advanced advertising capabilities. Viacom is the only media company to connect Movio’s extensive consumer data to set-top box viewing data, providing film studios with the unprecedented ability to deliver marketing campaigns at scale with more precision and impact than ever before.
“We’re excited to join forces with Movio to introduce the most sophisticated television targeting for movie marketers available,” said Bryson Gordon, Executive Vice President of Advanced Advertising, Viacom. “The ability for studio advertisers to identify and reach persuadable audiences in our premium content environment is a distinctively powerful tool to drive strong box office results.”
Movio’s global moviegoer database is unmatched in scale, depth and breadth, comprising of over 750 million behavioral and transactional records, including online and offline purchase behavior, on more than 100 million moviegoers across all ages and demographic groups in 36 countries for more than 5,000 film titles.
“Viacom shares our vision to transform data driven movie marketing,” said Movio Chief Executive and Co-Founder Will Palmer. “Armed with Movio’s advanced targeting insights, movie marketers will be able to reach the ideal audience across the Viacom portfolio of media assets. This level of accuracy, coupled with access to Viacom’s premier brands, creates a unique opportunity for film studios to maximise the effectiveness of their ad spend.”
About Viacom
Viacom is home to premier global media brands that create compelling entertainment content – including television programs, motion pictures, short-form content, games, consumer products, podcasts, live events and social media experiences – for audiences in 183 countries. Viacom’s media networks, including Nickelodeon, Nick Jr., MTV, BET, Comedy Central, Paramount Network, VH1, TV Land, CMT, Logo, Channel 5 (UK), Telefe (Argentina), Colors (India) and Paramount Channel, reach approximately 4.3 billion cumulative television subscribers worldwide. Paramount Pictures is a major global producer and distributor of filmed entertainment. Paramount Television develops, finances and produces original programming for television and digital platforms.
For more information about Viacom and its businesses, visit (www.viacom.com). Keep up with Viacom news by following Viacom’s blog at blog.viacom.com and Twitter feed at www.twitter.com/viacom.
About Movio
Movio is the global leader in marketing data analytics and campaign management solutions, revolutionizing the way the film industry interacts with moviegoers. With a global database of over 100 million moviegoers, 750 million behavioral and transactional records and more than 5000 movie titles, Movio is the world’s most comprehensive source of moviegoer data. A company of Vista Group International Ltd (NZX & ASX: VGL), Movio’s investment in data science and machine learning has produced market-leading technologies that redefine the possibilities of movie marketing. Movio empowers marketers to connect moviegoers with their ideal movie via online and offline channels, and link campaign data with actual ticket purchases to close the loop and measure campaign effectiveness.
Website: www.movio.co
Twitter: @MovioHQ
LinkedIn: www.linkedin.com/company/movio
H/T: DCinemaToday.
Also, via Variety:
Viacom, Movio Launch Targeted Movie Studio Trailers
Viacom is partnering with data analytics firm Movio on a new marketing offering that it claims will help movie studios goose ticket sales.
Companies that are hoping to convince TV watchers and streamers to head out to the multiplexes can now better target their ad campaigns, the partners claim. Viacom has started to use Movio’s information on moviegoer’s habits to augment Vantage, its in-house data-driven tool. Since launching in 2015, Vantage has provided consumer targeting that’s analogous to what digital platforms offer advertisers, enabling them to have a deeper understanding of which types of content will perform best for specific client initiatives across Viacom brands such as MTV, Comedy Central, VH1, and Nickelodeon.
Viacom is the only media company to connect Movio’s extensive consumer data to set-top box viewing data, providing film studios with the ability to deliver marketing campaigns with more precision. The service is open to any movie studio, not just Viacom’s Paramount Pictures. In an interview, Bryson Gordon, EVP of advanced advertising at Viacom, said that the data is so refined that it allows studios to ensure that their trailers are being seen by people who bought tickets to a specific cluster of films.
“It’s ensuring that you’re getting your ad in front of the audience that can turn your major motion picture into a blockbuster,” said Gordon.
The companies joined forces after Viacom became aware that very little data exists on the consumer behavior of moviegoers. Studios have long leaned on big national television campaigns out of necessity, believing that reaches the broadest audience possible with their trailers and posters is the only way to attract the group of people most interested in seeing a film on the big screen.
“The mantra of having the right ad at the right time in the right place is very hard to accomplish in the studio category,” said Gordon.
However, as Viacom’s team struggled with that issue they stumbled across Movio, a New Zealand-based company that maintains a data set of information on more than 100 million moviegoers across different ages and demographic groups in 36 countries. It includes consumer ticketing information on more than 5,000 film titles.
“Studios tend to rely on broad assumptions about who is going to turn up to see competitive titles,” said Craig Jones, Movio’s chief commercial officer. “Because of the data we’ve been collecting over time, we have unrivaled insight into the behavior of U.S. moviegoers.”
Will Palmer, Movio’s CEO and founder, said his company hopes to partner with other media companies and integrate their data into other platforms.
“We’re really challenging ourselves to think about who the audience for a film is and how to engage them at the right time so they turn up and buy a ticket,” said Palmer.
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