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Next Generation Movie Marketingfor Cinema, Home Entertainment and VOD
Agenda
• Who we are and what we do• Act I: Our journey to Snowplow• Excursus: The first campaign• Arriving at the design of Universal CRM• Act II-IV: The building blocks of Universal CRM• Learnings
We love movies and connect fans with their favorite content worldwide.
The highly experienced JustWatch founders helped to digitize theweekly ads sector in 6 countries, built the biggest movie platform inGermany and developed world-leading advertising technology.
Led 120+ people, managed $50m+ marketing budgets and grew aninternational reach of more than 750m visits annually.
Tech focused team of 30 based in Berlin and LA.
David Croyé CEO, Ingke Weimert CRO, Michael Wilken COO,
Christoph Hoyer CMO, Dominik Raute CTO, Kevin Hiller Head of ProductTeam
JustWatch is a new kind of international adtech and data company solely focused on the movie industry.
JustWatch is providing data driven video advertising campaigns focused on the revenue relevant power users mostly on YouTube and Facebook.
JustWatch has exclusive first party data about movie taste and purchase behavior and minimizes waste coverage worldwide on scale.
Why are we able to reach this efficiency? JustWatch has exclusive first party data and technology
B2CInternational Movie and TV-Show Apps
B2BNext Generation Movie Marketing
Genres
ActionScience Fiction
Comedy
MovieGraphUser Profile
Movie Taste
WatchList Add
Trailer Views
Purchase Behavior
Cinema TicketsDVD / BRRent / BuyHD / SD
VOD Provider
JustWatch collects anonymized data about purchase behavior and movie taste of movie and TV show fans worldwide
Movie Theater
Next Generation Movie Marketing
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Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul'16 Aug'16 Sep'16 Oct'16
JustWatch is growing rapidly in currently 23 countries, adding more than 2 million new user profiles per month
>2 MM New Users per Month
Launch February 2015
>1 MM App Downloads
iOS & Android App Launch
JustWatch Usage: Web, iOS, Android
Act I: Our journey to Snowplow
In 2015, we gave ourselves 4 weeks to find the right solution for our data pipeline
What we needed:
• Raw data access!
• Hit the ground running
• Highly customizable, flexible data model
• Ask arbitrary questions with SQL
Bonus points:
• On premise
• Open Source
• Scaleable into billions of data points
Ruling out the restToo expensive • Too inflexible • No raw data • Not extensible
Self-build then?
Not so fast.Building a data pipeline seems
easy enough at first…
…but everyone ends up reinventing the wheel:
• set up tracking & queueing systems
• geoip, data anonymization, handwritten ETL
• versioning, iteration of schema, monitoring
• validation, dealing with invalid lines
And eventually you realize:
Snowplow doesn’t look like every data pipeline.
But every good data pipeline looks a lot like
Snowplow.
To us, Snowplow was the perfect first shot:
• Bundled collection of Best Practices™
• Scaleable tech at any step in the pipeline
• Standardized protocols, no deep lock-in
• Great balance between extensible and premade
Setup and pitfalls
• Went with vanilla non-realtime setup on EC2
• Didn’t even find CloudFormation template 😊
(still, was just a few days of setup)
• Universal CRM: All our visitors are users
• Slight starting problems on mobile
Result:
• We gave ourselves 4 weeks to find out if
Snowplow was a good fit for us.
• We were completely finished in three – from
(web-)app integration to first SQL export.
• All the good stuff came out of the box.
Our First Campaign
• Manual setup for a simple versiontook 8 hours
• Just querying users took half the time
• rest is pure campaign setup & upload
• Manual setup for a simple version took 8 hours
• over 300 sub-tasks required• 27 main steps until the
campaign went live
JustWatch campaigns have more than twice the view time and are optimized based on actual cinema intent
Example: 150.000€ campaign budget on YouTube:
318.064 h
144.248 h
Hours of trailer time watchedJustWatch vs. Industry Benchmark:
Sources: Google/YouTube: Q2 2016, TrueViews for movie marketing campaigns of the whole industry in DE. Avg. 96 seconds trailer.
40%
50%
60%
70%
Demographie Teen-Horror Psycho-Thriller Supernatural
52%
58%
69% 71%
+37%
Campaign optimization based on Cinema-Intent
It was getting clear we had to automate a lot.
But first –A Paradigm change:
“Universal CRM”
Filling the wishlist…
“Display movie trailers to Facebook and Youtube users who added a horror movie to their WatchList before”
“Send a push notification with personal recommendations to mobile users that were active for at least 5 sessions but
had no activity in the last 7 days”
“Ask our Top 5% most active power users a survey on what feature they
want to see next”
“Ask people who skipped three comedy trailers on Youtube if they want to
continue seeing trailers for the genre”
Defining the problems at hand.
Clustering
Building targetable lists of users based on all sorts of queries.
Multichannel
Web, App, Push, In-App, DSPs, RTB, Affiliate, you name it.
Anonymous identity managementManaging alternative identity tokens (Mobile Ad IDs, Push Tokens, external cookies…) in realtime
Closing the circle
Not just stopping at interactions - tracking them, measure conversions and follow up
Act II: The Audience Builder
Act III: The ID Service
Act IV: Universal CRM Interactions
Push Notifications:
Pull Notifications:
(Video) Ad CampaignsAudience uploads • Data transfer • Click Tracking • RTB
Learnings.
Question your realtime needs.…you probably don’t need it and save a lot
We �� contexts!The best new concept in tracking
since sliced bread.But: Snowplow trackers don’t support session contexts yet :(
Business intelligence fell off the truck
We broke the fundamental rule of BI:
“Separate your operational data store from your data warehouse.”
And we loved the results.
Power tools philosophy:
Smart data
Smart tools
Smart people
We’re hiring.Head of Business Intelligence
Business AnalystsData ScientistsData Engineers
Adtech Engineers
THX!Questions?