Targeted moviegoers were engaged by creative messaging via expandable video at the moment of ticket purchase.
As the U.S. theatrical release of a supernatural horror film drew near, a major motion-picture entertainment company desired to build awareness around the movie and increase ticket sales.
Verve™ identified horror film enthusiasts and Hispanic moviegoers (who typically comprise a third of horror-movie viewership) as target audience segments for the movie. To identify horror-film enthusiasts, Verve created a custom audience segment based on moviegoers’ buying and watching activity. Hispanic moviegoers were further identified based on in-app language preferences and device settings.
Because attendees of Vidcon, the world’s largest online video conference, were also identified as likely to have interest in the movie, attendees were served video ads when they were in and around the conference venue.
During the opening weekend of the movie, Verve geo-fenced movie theaters across the nation. Targeted moviegoers were engaged by creative messaging via expandable video to drive consideration at the moment of ticket purchase.
AVERAGE TIME SPENT IN INTERSTITIAL: GREATER THAN 40 SECONDS
While average time spent in-ad was higher than benchmark for all creative executions, interstitial video yielded the longest time spent.
ABOVE BENCHMARK VIDEO COMPLETION RATES
Pre-roll video had the highest video completion rates, driven primarily by Hispanic moviegoers, who had higher overall CTR and delivered the majority of clicks for this particular ad format.
GREATER THAN 3.0% POST-CLICK ENGAGEMENT TO SITE
Ultimately, pairing the blended targeting approach with appropriate creative execution resulted in engagement rates almost double Verve’s benchmark for the expandable creative.
All too often, the challenges around ad delivery transparency and auditing the supply chain are assumed to be out of reach. One concept that isn’t on the table, however, but it should be, is a trustless peer-to-peer ad network.
The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth?
VERVE ENSURES TRANSPARENCY AND MEASUREMENT OF IN-APP MEDIA WITH IAB OM SDK CERTIFICATION