Filed under: google mobile

Winning The Moments That Matter

London

It's been a while since I posted my last comment and a lot has been going on. But before getting to that, I wanted to talk about the Marketing Movies Online Conference, organized by DIVA (Diversity in Visual Arts) held last wednesday 13th at London's Film Museum. Since I was in London during the week, I was able to attend and now, I wanted to share some notes with you.

Common problems arose, as getting to know your audience, active engagement and ROI, with lower budgets. But I wanted to focus on solutions, and share with you some information that Mr. James Cashmore (Director of Media and Entertainment, at Google UK) gave us. 

Google

Cashmore stressed the value of winning the moments that matter, in order to bring some light on the problems stated before. Google reported that online searchs about movie ratings and reviews have doubled from 2009 to 2011, which leds us to think that the interest to discover upcoming films has increased. Good!

In fact, during this period, one third of the generic movie searches perfomed by Google users where about new releases, trailers and showtimes. And two thirds were searches with the title + trailer / dvd / showtimes / whatever. Cashmore stated Awareness, Discovery and Action as the main reasons for movie-Googling

The thing is that queries in Google Mobile have increased more than queries on YouTube. The exact numbers were:

  • 58% Google
  • 20% YouTube
  • 22% Google Mobile

With this in mind, Google displayed a calendar of events and the reactions received by Google, YouTube and Google Mobile users during several movie promotion campaigns. For instance, during the 23 week before the film release, most of the queries were about the teaser trailer. 13 weeks before the release, about the trailer. 6 weeks before, about the trailer, cast and some generic details. On the releasing day, queries were about showtimes, cinemas, and reviews. And from 3 weeks after and on, mostly about merchandise.

However, the most important part of the study was to highlight where the queries were made during this calendar. Thereby:

  • YouTube resulted as the main tool for queries for early awareness (teaser trailer and trailer, mostly), which is not a big surprise, BUT,
  • From week -3 to release, Google Desktop increased the queries received AND
  • From two weeks before the release to two weeks after, Google Mobile was the King.

Screen_shot_2012-06-25_at_11

Screenshoot from "James Cashmore Director of Media and Entertainment, Google UK Ltd Keynote: Being Found Online Marketing Movies Online Conference 13th June 2012"

Good thing to know: people are using smartphones to make the final decision of going to see a movie, and since they are mobile, movie marketers have to capture local demand thinking mobile.

Cashmore's advice was to focus online film campaigns by two main goals:

  1. Maximize trailer views and Create interest (to assure the decision to see a movie) and
  2. Capture local demand (to assure the decision to go to the cinema)

This is what I found most interesting, but the whole keynote was great. You can check it here.

So, what do you think? Tweet me @lenatwit