Case Study
Movio and Amazon Ads are helping studios measure advertising’s impact on cinema ticket sales
Products used:
Goals
- Helping studios measure the impact of their Amazon Ads campaign on cinema ticket sales
Approach
- Matching Movio ticket purchase data with Amazon Ads campaign data in Amazon Marketing Cloud
Results
- Using AMC insights to optimize performance and increase ROI of studios’ Amazon Ads campaigns
With shifting box office trends and changing consumer preferences in an evolving entertainment landscape, measuring advertising return on investment (ROI) is key for studio advertisers.
To better understand the correlation of studio advertising on cinema ticket sales, Amazon Ads partnered with Movio, the global leader in data analytics and campaign management for the film industry that has access to 9.8 million cinemagoers from U.K. exhibitors.¹
Using clean rooms for better insights
By tapping into Amazon Marketing Cloud (AMC), Amazon’s secure, privacy-safe, and dedicated cloud-based environment, Movio is able to match ticket purchase data with Amazon Ads campaign data to analyze how these ads impact audience ticket purchases.
This means studios can now plan, measure, and optimize campaign performance across the Amazon Ads suite of solutions (such as Prime Video ads, IMDb, Fire TV, Amazon Music, and Twitch) to effectively reach and convert cinemagoers and maximize ROI.
Studios’ ad campaigns have traditionally lacked robust solutions to measure impact on ticket sales but with advancements in advertising technology, that has changed. Now, with this data-driven approach, they’re able to glean better insights and have more control over their ad performance than ever before.
A collaboration like this—to measure ad spend effectiveness and optimize efficiency using ticket purchase information—clearly demonstrates the value exhibitor data brings to studio and platform marketing activity and supports our mission to use data-driven insights to elevate the cinema industry.
— Gabriel Swartland, SVP Client Success, Vista Group
With new metrics comes better measurement
Gone are the days of simply measuring clicks; Amazon Ads and Movio are now enabling studios and advertisers to access new metrics and to better measure campaign performance. For example, from studios’ campaigns across Q4 2023 to Q1 2024, Movio found that people who spend more time on Amazon properties are more likely to be cinemagoers and can be influenced by ads, purchasing cinema tickets at a 20% higher rate than untargeted users.² Below are metrics that studios can now access with Amazon Ads through AMC.
- Match rate: The percentage of cinemagoers who saw the campaign
- Conversion and admission rate: The rate at which the campaign drove ticket purchases and the total number of tickets from each purchase
- Box office revenue: The total value of the conversions driven by the campaign, as determined by ticket costs
- Return on investment: Box office revenue against the cost of the campaign
How studios can start making their ads work harder for them
With Amazon Ads, studios can now maximize the performance of their future campaigns by seeing how their ads measure up against key metrics, and how combining solutions can increase performance.
Insights include:
- Streaming TV is effective for reaching cinemagoers. Amazon Ads and Movio observed a 41% higher match rate with cinemagoers for Prime Video ads vs. ad campaign averages.²
- Streaming TV can drive ticket purchases when combined with digital, including IMDb. Amazon Ads and Movio saw an 84% higher admission rate for users exposed to Prime Video ads and digital solutions combined vs. digital only.²
- Custom audiences (including IMDb page browsers and Prime Video streamers) convert best for ticket purchases. Amazon Ads and Movio noted a 100% higher admission rate for Amazon Ads custom audiences vs. ad campaign averages using available Amazon audiences.²
- Campaign optimizations can maximize overall ROI for a studio’s title. Amazon Ads and Movio insights can optimize studios’ theatrical campaigns while also informing campaign strategies for subsequent home entertainment releases on Prime Video.
Want to take your measurement to the next level?
Reach out to your Amazon Ads representative to see how your studio can benefit from the new Amazon Ads and Movio measurement partnership too.
1 Movio, 2024
2 Movio and Amazon Marketing Cloud, UK, 2023–2024
About Movio
Movio is the global leader in data analytics and campaign management for the film industry. Movio’s solutions for studios, distributors, and advertisers are built on aggregated and normalized moviegoer data, linked to online and offline transaction records, and sourced directly from leading cinema exhibitors. These AI-driven solutions empower effective marketing planning, media optimization, and measure campaign impact on box office. Movio is part of Vista Group, the market leader in film technology solutions.