The film industry is fast-paced. New releases launch every week targeting a variety of audiences. This rate of change makes it hugely challenging and expensive to put the right advertising in front of the right people. And the issue is only made complex by the fact film preference is individual and hard to predict.
Vue needed a cost-effective solution that would make their ads as relevant as possible to improve performance and reduce wastage. At the same time, it was important to find a solution that would enable multivariate testing to inform testing across other media channels.
How we solved it
Our programmatic team identified dynamic ads as the best solution for VUE’s problem – they would allow our team to tailor creative based on the information we had about VUE’s audiences.
A creative template deployed in combination with a data feed in Google Studio meant it was possible to populate ads with imagery and messaging that was most likely to resonate with the audience.
To demonstrate the level of personalization this approach enabled VUE to achieve, their dynamic ads have served advertising for 22 different films across three months, totaling 14,000 different creative combinations.
Finally, our use of a data feed behind the scenes opened the door to multivariate testing, the insight from which has helped inform and incrementally improve the performance of VUE’s other media channels.
In the first 3 months of going live across the UK&I, DE and IT markets VUE’s dynamic ads drove a +25% increase in CTR compared to static ads running at the same time.
We’re now looking to expand the creative potential by incorporating more first party audience data into the dynamic template to make VUE programmatic ads even more relevant.