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Movie Marketing Online:Digital Marketing Strategies for Studios and Publishers
June 3, 2008
Presented by Michael Pond, Sr. Media Analyst
Confidential & Proprietary© 2007 The Nielsen Company
1June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Ranked Importanceof Information Resources
Advertisement
Review
Title/Theme
Actor/Actress
Word-of-Mouth
Trailer
Low Medium High
Source: The Nielsen NRG American Moviegoing 2007 Study
2June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Colliding Worlds of Information
Trailer Word-of-Mouth
Online
3June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Key Questions
How can studios leverage and use this emerging space?
How can sites move into this new space?
How should sites sitting in this space take advantage of this development?
4June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
The Summer Audience is There
0
10,000
20,000
30,000
40,000
50,000
60,000
Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-0742,500
43,750
45,000
46,250
47,500
48,750
50,000
Monthly (000) Average (000)
Average: 48.9M+2% - 12 mos. Ave.
Source: Nielsen Online custom NetView roll-up of movie focused sites
Monthly Seasonal Ave.
5June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Interest in MoviesOutpaces Other Content
9%
7%
2%1%
0%
2%
4%
6%
8%
10%
12%
YOY %
Movies (Custom) Broadcast Member Communities Current Events/News
Source: Nielsen Online NetView, % growth April 2007 compared to April 2008
% Growth Apr07 - Apr08
6June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Moviegoers Like Their Voices to be Heard
136143131119Sports
127131130116News
141164142149Entertainment –TV/Movie/Celebrity
128137150169Community
Any Streaming (Last 30 days)
Watched Movies/Movie Clips (Last 30 days)
Visited a BlogBloggedSite Categories
Source: Nielsen Online @Plan Summer 2008
7June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
A Look at Last Summer
8June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Approach
• 2007 Summer Big Budget Theatrical Releases
- $10+ M Openers
- Wide Releases (2,000+ theaters)
• Audience (custom dictionary of trailers and sections)
- Studio sites, Major portals and Movie-centric sites
• Discussion
- Volume, Top blogs, Top links
• Advertising
9June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Content Interestand Conversation are Intertwined
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
1/1/2007 2/1/2007 3/1/2007 4/1/2007 5/1/2007 6/1/2007 7/1/2007 8/1/20070
5,000
10,000
15,000
20,000
25,000
Buzz Audience
Message Volume Unique Audience
Correlation = 0.93
Source: Nielsen Online BrandPulse; messages related to Summer Blockbuster, NetView; custom definition of Summer Blockbuster across movie related sites
10June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
The Dynamics of the Discussion
2%MovieWeb
2%The Hot Blog
2%TVgasm
2%Hollywood Elsewhere
2%LAist
3%HPANA – Harry Potter News
3%The-Leaky-Cauldron
4%Defamer, LA Gossip Rag
5%The Movie Blog
7%Cinematical
% of DiscussionBlog
Source: Nielsen Online BrandPulse; % of discussions related to Summer Blockbuster
11June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
The Value of Sites to the Conversation Emerges
2Blogdecine
2Simpsons Promotional Sites
2Wikipedia
2AOL Moviefone
2Rotten Tomatoes
3YouTube
3Apple Trailers
10MSN Movies
25IMDb
29Studio Movie Site
% of TotalSite
0.3CNN
0.4Hollywood Reporter
0.4BBC
0.4Ain’t It Cool News
0.4MSNBC
1NY Times
1USA Today
1Variety
2Gothamist
2Yahoo! Movies
% of TotalSite
Source: Nielsen Online BrandPulse; % of links related to Summer Blockbusters within discussions
12June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Advertising Lagging Behind
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-070
10,000
20,000
30,000
40,000
50,000
60,000
Ad Impressions (000) Unique Audience (000)
MySpace.comBourne Ultimatum
Superbad
Impressions Unique Audience
Source: Nielsen Online custom NetView, Ad Relevance – New release movie advertising
13June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
The Market Share Storyafter MySpace
1.1MSN Movies
1.5Movietickets.com
2.2Yahoo! Mail
2.2Yahoo! Movies
3.1IMDb
3.1Nick.com
4.3NY Times
6.9YouTube
8.4Yahoo! (home page)
45.7Myspace
% of TotalSite
0.4AOL (home page)
0.4Disney Online
0.5Addicting Games
0.5AOL Entertainment
0.6NBC
0.7Fandango
0.8MSN (home page)
1.0AOL Moviefone
1.0NeoPets
1.0Cartoon Network
% of TotalSite
Source: Nielsen Online AdRelevance – May 2007 through August 2007 Ad Impressions of Summer Blockbuster movies
14June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Lots of Links
Lots of TimeFew Links/Little Time
Lotsa Lotsa
BBC NewsLATimes
Slate
(-) Time (+)
(-) L
inks
(+)
Rotten Tomatoes
AOL Moviefone
MSN Movies
Simpsons Promotions
MySpace
Gothamist
Cinematical Time
Blogdecine
Variety
Official Movie Site
Vanity Fair
Ain’t It Cool News
Yahoo! Movies
EWRolling Stone
Hollywood Reporter NY Times
IMDb
USA Today
Apple
MySpaceYahoo! News
CNNMSNBC
Wikipedia
YouTube
TargetedContent
CoreConversational
Big Media
Entertainment
15June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
NY Times
Lots of Links
Lots of Time
IMDb
Few Links/Little Time
Lotsa Lotsa
USA Today
BBC NewsLA Times
Slate
(-) L
inks
(+)
AppleRotten Tomatoes
AOL Moviefone
MSN Movies
Simpsons Promotions
MySpace
Gothamist
Cinematical Time
Blogdecine
Variety
Yahoo! News
Official Movie Site
Vanity Fair
Ain’t It Cool News
CNN
EWRolling Stone
Hollywood Reporter
MSNBC
Yahoo! Movies
Wikipedia
Fandango Yahoo!MSNMTVYouTube
AOL NewsCartoon Network(-) Time (+)
UGO Film/TV
16June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
An Early Look at 2008
17June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
What had People Buzzing Early?
0
5,000
10,000
15,000
20,000
25,000
Jan-08 Feb-08 Mar-08 Apr-08
Narnia: Prince Caspian Forgetting Sarah Marshall Indiana Jones 4 Iron Man
Source: Nielsen Online BrandPulse
Message Volume
18June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
And They’re Saying…
“Indiana Jones and the Kingdom of the Crystal Skull, teaser trailer outhttp://movies.yahoo.com/feature/ind...tml?showVideo=1Awesome.” … Winamp Forums
“Indy 4 Trailer .... with Indy Punch” … IMDbNew indiana jones trailer“Man, every time I watch that I giggle like a schoolboy!” … community.playstation
Movie: Indiana Jones and the KINGDOM OF THE CRYSTAL SKULL“I’ve been waiting for this for a while now” … houston-imports.com
I giggled and laughed and cried through the entire trailer for Indiana Jones and the Kingdom of the Crystal Skull. I have never sounded more fangirlish in my life, I'm sure. …xanga.com/Lady_Shada
19June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Visitors Swinging into Action on Indianajones.com
0
200
400
600
800
1,000
1,200
1,400
Jan-08 Feb-08 Mar-08 Apr-08
Unique Audience Unique Streamers Streams
Source: Nielsen Online NetView, VideoCensus
3.2
2.6
4.0
6.3Streams Per Viewer
20June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Key Findings
• There is an audience and appetite for movie content online, especially in Summer
• Marketing online is as complex as offline combined even though everything is ‘under one roof’
• Discussion and content interest are closely related
21June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company
Conclusion
• Studios and movie marketers need to optimize the full scope of marketing opportunities online
• Publishers and studios should partner in developing promotional activity
• The relationship with conversational media can differentiate publishers and greater marketing impact for movie marketers