“Vantage Studio Edition” Becomes the First Industry-Specific Offering in the Marketplace and Further Expands the Vantage Suite of Data-Driven Ad Solutions
Data Shows That Exposure to a Single TV Ad Increased Ticket Sales by 70% While No Ad Exposure On TV Showed Sales 59% Below Average
NEW YORK--(BUSINESS WIRE)--Viacom (NASDAQ:VIAB, VIA) today unveiled Vantage Studio Edition, the first data-driven marketing solution purpose-built for the movie industry. Vantage Studio Edition uniquely offers precision plus reach, deploying data to find target audiences while maintaining broad awareness.
“Movie studios are enthusiastic about Vantage Studio Edition because they no longer have to sacrifice targeting for scale – this product is designed to deliver both with maximum impact,” said Bryson Gordon, SVP Data Strategy. “The introduction of this new matched dataset gives studio marketers an unprecedented level of control and optimization in their marketing plans, while also delivering broad awareness for their film.”
Using title-level movie ticket purchase data matched with household viewing behaviors, Vantage has tuned its predictive engine to meet the specific needs of studio marketers. Studio Edition can identify the most qualified impressions for a specific movie campaign while also maximizing broad reach and awareness.
Vantage Studio Edition has pre-built instant audiences to help studios quickly target specific genres, such as comedy, family, sci-fi, horror, action, and consistent moviegoers, while also enabling marketers to bring their own first-party segments from data management platforms to optimize their media plans.
Recent research using the integrated dataset showed the power of television to deliver ticket sales:
As the Upfront season begins, Vantage Studio Edition expands the Vantage suite of data-driven ad solutions offered by the Marketing & Partner Solutions division. The recently launched products can stand alone, but also have a strategic connection to each other. Products include:
Viacom is home to premier global media brands that create compelling television programs, motion pictures, short-form content, apps, games, consumer products, social media experiences, and other entertainment content for audiences in 180 countries. Viacom's media networks, including Nickelodeon, Comedy Central, MTV, VH1, Spike, BET, CMT, TV Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo, Nicktoons, TeenNick and Paramount Channel, reach over 3.5 billion cumulative television subscribers worldwide. Paramount Pictures is a major global producer and distributor of filmed entertainment.