Movie marketers should pay attention to TV targeting
Wayne Freidman at Variety hits the nail squarely on the head when he says addressable, or targetable, television advertising has a number of positive implications for movie advertisers. That’s especially true, as he says, for marketers of movies with niche-appeal that need to find a specific audience in order to succeed.
While Google is making a splash in this field with their recently announced TV Ads platform, there are a number of players that have already made their mark here. That includes SpotRunner, which ran a successful demographically and geographically targeted campaign for Warner Independent’s The Painted Veil a couple of years ago.
Anything that helps the advertiser find the best audience is a tool that needs to be at least considered. It might be just as expensive as a mass media buy - you often pay as much for niche targeting as you do for untargeted reach - but it’s much more efficient and doesn’t come with that unpleasant “I just wasted 87 percent of my ad budget” aftertaste.
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