A major movie studio produced several TV commercials for the DVD release of a hit action film. Although they were all promoting the same movie, the spots contained very different edits and focus. The production of the promos was completed three days before the campaign was scheduled to begin.
When they tested the promos through Ace Metrix’s pre-test program, they learned the following:
- There was one particular style of editing that worked particularly well for action films.
- The two best-performing spots, each with a distinct focus, attracted a unique audience segment in terms of age, gender, and ethnicity.
- With a different focus, this action film was able to engage an entirely new audience – a number of female viewers who’d had a different perception of the film during the theatrical release.
Within 24 hours of testing, the studio selected the best performing promos and worked with their media-buying agency to achieve maximum “effective reach,” i.e., reaching the intended target with the ad most effective with that particular group. The film was the best-selling DVD title during the first week of release, and its first-month total sales were 67% higher than anticipated.
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info@acemetrix.com
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