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neustar-电影营销预算报告(英文)-1-28页.pdf
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neustar-电影营销预算报告(英文)-1-28页.pdf
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White Paper
Do Movie
Marketing
Budgets
Need a Digital
Reboot?
Marketing Solutions
Study Reveals a New Path to Box Office Sales
02Marketing Solutions
Do Movie Marketing Budgets Need a Digital Reboot?
White Paper
Do 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 Office Sales?
Which Media Channels Powered the Most Ticket Sales?
Which is the Most Efficient 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
09
20
23
24
28
Table of
Contents
03Marketing Solutions
Do Movie Marketing Budgets Need a Digital Reboot?
White Paper
Introduction
Neustar’s findings 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 film release. To advertise an
upcoming summer film, 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 film 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 film team
was ready to radically rethink its marketing investments. Is it time for studio
marketers to reconsider their investments once again? Based on findings 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 office sales. Facebook had questions about its own
contribution to box office 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
office revenue?
§§ What specific role does Facebook play in this mix?
Neustar’s findings 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 Reboot?
White Paper
05Marketing Solutions
Do Movie Marketing Budgets Need a Digital Reboot?
White Paper
05Marketing Solutions
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