Social Media Strategy for Entertainment Marketing Strategy

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Post on 26-Jan-2017




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  • The Script

    The story of how Entertainment & Content

    companies deliver blockbuster social media

    marketing success.

    Written by


  • Contents

    [FOREWORD] 1.


    Setting the Stage and Setting Objectives 4.

    [ACT 1:]

    Know the Audience 8.

    [ACT 2:]

    Filling the Back Rows 10.

    [ACT 3:]

    Filling the Front Rows 22.

    [ACT 4:]

    Opening Night Driving Tune-In and Monetization 30.


    Infographic of Entertainment Benchmarks 35.

  • Patented technology for Social Media Advertising 1.


    SETTING: The not-too-distant future. Interior apart-

    ment. A video plays on an open laptop. A man using

    a remote control pages through TV listings on a big

    screen on the wall while a woman seated next to him on

    the couch looks at her smartphone.


    Imagine a not-too-distant future where channel surf-

    ing and surfing the internet have merged. Instead of

    searching with Google or Netflix, users will find

    content such as articles and videos through a recom-

    mendation engine like Facebooks Newsfeed. Clicking

    on content will launch a separate viewing experience,

    where your favorite Funny or Die clips live right next

    to the latest episode of Game of Thrones or an arti-

    cle on your industry from the Wall Street Journal.

    Comments, Tags, and Likes from your social network

    will surface within the content or even a real-time

    chat with friends currently watching the same thing.

    Authentication brings all your subscriptions together.

    This viewing window may have an app that lives in your

    OTT device, or you could simply share from your smart-

    phone to the bigscreen on the living room wall.

    More people already discover more new content that mat-

    ters to them via Social than any other channel1. As

    the world evolves to a scenario like this, marketers of

    content, be they YouTube stars, TV Networks, Publishers

  • Patented technology for Social Media Advertising 2.

    of Articles, or Movie Studios, must adapt. This guide

    provides current best practices, benchmarks, and rec-

    ommended strategies that have propelled CitizenNet

    to be the world leader in social media marketing for

    Entertainment Brands. Whether your objective is driv-

    ing tune-in for an ad supported channel (online or of-

    fline), or increasing engagement with branded content

    within Social -- this guide is for you. Enjoy!

  • Patented technology for Social Media Advertising 3.

    S ocial media is the perfect venue for marketing entertainment properties and other types of content. This is where people go to talk about what they like, and to learn what their friends like that they may also be interested in. What better place to suggest a

    new show or movie? Combined with the fact that marketers can target

    specific, expressed interests and deliver video natively hosted right in the

    middle of the content and social media becomes a powerful channel for

    entertainment and content marketers.

    However, to make the most of the opportunity, marketers still need a

    strategic approach that leverages all of the available tools. Over the past

    five years, CitizenNet has built deep expertise in the Entertainment ver-

    tical, working with a wide range of marketers covering a wide range of

    objectives. In the first half of 2015 CitizenNet marketed 15 Top Earning

    Box Office Movies - more than half of all weekends. This guide distills

    this expertise and shares our strategies in a practical and applicable way.

    When people ask me if i went to film school, I tell them, No. I went to films.

    -Quentin Tarantino Oscar-winning screenwriter

  • Patented technology for Social Media Advertising 4.

    [BEFORE THE CURTAIN:] Setting the Stage and Setting


    With any marketing campaign, properly defining objectives is essential

    for success. For publishers of content, the ultimate objective is mone-

    tization, which is typically achieved by driving viewership. Where the

    content is consumed, however, can range from offline viewing, views on

    owned platforms, or views on network platforms like YouTube.

    Branded Content and Online Viewing

    For publishers creating content with integrated sponsor branding, any

    view that can be verified has monetary value. The value increases as

    publishers are able to provide additional insights and ongoing engage-

    ment with viewers. Because the content is itself the promotional vehicle

    these publishers do not need to drive views on a separate ad supported

    platform to make revenue. Often, these creators rely on online channels

    for wide reach and frictionless sharing, and objectives typically focus on

    efficient reach (a large number of impressions, often targeting unique

    reach with a large number of individuals) and completed video views.

    YouTube has a built in advertising mechanism that creators can use to

    drive traffic to their channel and views of their content. Most YouTube

    users are not logged-in however, so the insights about the viewers are

    not totally accurate and it is difficult to gain a complete understanding

    of unique reach / unique impressions as the same person may watch

    the video multiple times. YouTube does make it easy to refer viewers

    to other online platforms however, with typical strategies beginning

  • Patented technology for Social Media Advertising 5.

    by targeting appropriate viewers on YouTube to drive a view there, and

    then using clickable links at the end of videos to direct users to another

    online destination or App download for ongoing engagement.

    Alternatively, Facebook and Instagram require login so utilizing native

    video on those platforms can provide better insights on the individuals

    who engage, as well as provide accurate data on unique reach / impres-

    sions. Facebook also offers publishers the opportunity to re-engage

    video viewers with subsequent videos in a series for example. Of course,

    both give marketers the opportunity to send viewers to other online

    destinations like streaming platforms or app downloads.

    Twitter does not offer native long-form video, so video views there are

    essentially ads for video content hosted elsewhere.

    Advertising / Ticket Sales Supported Content and Offline Viewing

    For most content creators, the goal is driving views of content on offline

    screens (TV, OTT, and Theatres) and monetization is through advertis-

    ing or ticket sales. For these content creators, driving online views is

    only the beginning.

    In working with these types of advertisers we have developed a full

    theater approach that has generated success in driving ticket sales and


  • Patented technology for Social Media Advertising 6.

    Filling the Back Rows: Wide Awareness

    Big budget movies hoping to win the weekend, or network TV shows

    hunting strong ratings, need to ensure that their target audience is

    aware of the movie/show. The key is identifying the widest relevant

    audience. Through the pre-planning research discussed in the next

    chapter, advertisers can identify broad categories of interests for use in

    creating wide awareness and generating insights that drive targeting

    for ongoing campaigns. Tools like Facebooks Reach and Frequency

    Buying make it easy for advertisers to focus on new, unique users within

    a target. Twitters Amplify and Publisher Network also make it easy for

    advertisers to extend their reach with relevant targets. Detailed strat-

    egies and tactics for achieving this Wide Awareness are discussed in

    subsequent sections of this guide.

    Through granular segmentation, even during this initial phase, adver-

    tisers can gain insights on which sub-segments are the most responsive.

    This insight is vital to success in ongoing phases for deepening engage-

    ment and efficient scaling.

    Filling the Front Rows: Deep Engagement

    Awareness is not enough, audiences must not only be aware of the

    release date, but also desire to see the content. Through refining cre-

    ative and focusing targeting based on analysis of campaigns in the initial

    phase, marketers can build deepening engagement with the most im-

    portant audiences. After identifying which audience sub-segments are

    most engaged, advertisers can predict those groups most likely to re-

    spond to subsequent messaging and target these specifically for ongoing

    Awareness is not enough, audiences must not only be aware of the release date, but also desire to see the content.

  • Patented technology for Social Media Advertising 7.

    campaigns. Those audiences that have already engaged can be re-tar-

    geted to deepen engagement and ensure that this show is top-of-mind.

    Channel specific tactics will be discussed at length.

    Balancing Reach and Response

    Through ongoing iterations in creative and ongoing refinement in tar-

    geting, for both Awareness and Engagement campaigns, advertisers can

    achieve wide awareness and deep engagement without wasting money

    creating awareness or overexposure with un-interested people. This

    delivers optimal results for any budget. It is important to remember the

    two separate objectives (Wide Awareness, and Deep Engagement) and to

    use different strategies and tactics for achieving these objectives. More

    details on the best tools and tricks are discussed later.

    With clear objectives in mind, lets move on to the strategies and tactics

    that deliver the awareness and engagement necessary to drive the action

    of tune-in and ticket sales.

  • Patented technology for Social Media Advertising 8.

    [ACT 1:] Know the Audience

    Understanding the target audience is the key to results with any adver-

    tising campaign. The same is true for Entertainment companies. Most

    content producers have a strong understanding of who they are creat-

    ing the content for and who they expect it to resonate with. While this

    knowledge is invaluable in developing targeting strategies, one must go

    beyond typical broad demographics to achieve blockbuster results.

    Beyond Demographics

    Although demographics like age and gender are widely used for de-

    fining an audience, there are other powerful ways to segment the

    audience. A Horror film should care more about finding people who

    like Horror films than they do about reaching a specific age range.

    Furthermore, fans of Vampire Movies can often be very different from

    fans of Slasher Films both of which are meaningful sub-genres within

    Horror. Creating rich, meaningful profiles of the target audience helps

    with targeting, which amplifies performance.

    Social media offers rich information on user interests more easily and at

    a lower cost than most traditional research methodologies. There are

    many options for social media listening / analysis / research tools (See

    Inset: CitizenNets Audience Analysis and Prediction). Regardless of

    what tools you use, even freebies like Facebooks Audience Insights Tool,

    it is vital for advertisers to conduct prior analysis of their target and to

    develop an understanding of relevant sub-segments.

  • Patented technology for Social Media Advertising 9.

    Identifying Sub-Segments of the Audience

    A major motion picture may find different response rates from differ-

    ent audience groups based on marketing the film using the stars of the

    movie / the actors, the director of the movie, the genre/sub-genre, the

    elements of the story-line, or the special effects. For example, The Fast

    and the Furious Seven (Furious Seven) focused on fans of Vin Diesel,

    Paul Walker, Ludacris, Tyrese Gibson separately as ways to identify spe-

    cific areas of strong response. Additionally the film tested fans of other

    racing / action movies and video games, and Hispanic Audiences, not to

    mention fans of previous films in the franchise. Testing each of these

    areas led to valuable insights that improved performance. This segmen-

    tation also often results in ideas for different creative executions.

    Behavioral Segmentation

    In addition to the Interest-Based segments described above, there are a

    number of tools for behavioral segmentation. DataLogix provides in-

    sights on Facebook and Twitter Users who are heavy Movie-Goers, VOD

    Watchers, DVD Purchasers, Video Game Players etc. These audiences

    are based on DataLogix research into purchasing activity using credit

    card info. Additionally, advertisers can target users who visit local movie

    theaters, or target users who are specifically on a WiFi network in the

    evening (see inset on using Location Targeting for Activation).

    Researching different groups and developing strategies for segmenta-

    tion before campaigns begin allows advertisers to gather insights during

    initial campaigns that drive results in later campaigns.

  • Patented technology for Social Media Advertising 10.

    [ACT 2:] Filling the Back Rows

    As discussed above, Entertainment properties of all kinds have multiple

    objectives, but the first, and potentially the most important is creating

    awareness. No advertiser can afford to reach everyone in the world,

    much less with enough frequency to make an impact, so the key is

    defining how broad is broad. Typically this is driven more by budget

    restrictions rather than what is available within the targeting platforms.

    Facebook reaches 85% of most demographics every week. Instagram is

    the #1 mobile activity for young millennials, and Twitter reaches over

    300 million highly connected tastemakers every month, but which of

    these are those most important to create awareness with?3

    Early Testing

    How many people shoud you reach? The easy answer is, everyone who

    cares about the content you are promoting. As discussed in the previ-

    ous section on Audience Research, Social media offers rich information

    on users, and using this research, advertisers can make good projections

    on which segments matter most for the success of a campaign. Based

    on this research, best practice is to use very broad targeting across a

    wide number of segments to gauge which groups show the most en-

    gagement as an indication of which groups care the most about the

    content. Typically this is done with 10% or less of the total budget. This

    also represents an ideal opportunity to test multiple creative themes for

    identifying which audiences respond best to which creatives.

  • Patented technology for Social Media Advertising 11.

    Ongoing Expansion

    Based on the results of early testing, advertisers can identify

    which groups are the most responsive defining those groups with

    Demographic, Interest-based, and behavioral labels. For example,

    Young Males with interest in Science Fiction movies and accessing on

    Mobile. Additionally, advertisers should catalog each of these audienc-

    es including the Cost to Reach them (Cost Per Thousand Impressions

    [CPM]), the Engagement (either Engagement Rate or Click-Through-

    Rate [CTR]), Cost Per Engagement (either by calculating metrics using

    details above or other metrics like Cost Per Video View [CPVV]) and

    the total size of the audience available on the platforms (# of Facebook,

    Twitter, Instagram Users). If creative testing was executed this is an ide-

    al table to capture which creative performed best for each group.

    With this information it becomes much easier to prioritize the audienc-

    es based on budgets and overall objectives. Achieving full saturation

    with the most efficient audiences is paramount. Tools like CitizenNet

    make it easy to add together unduplicated audiences for actual unique

    users. Even without those tools, advertisers can get general ideas of the

    largest and most meaningful audiences for their targeting. Other au-

    diences can be prioritized based on gaps in the overall media plan (e.g.

    using Instagram to deliver younger audiences that TV may be missing).

    Typically, advertisers will use an additional 50-70% of their budget in

    reaching these large groups with a low frequency during this phase.

    Below is a discussion of different channels and the recommended

    Tactics and Tools used in executing these campaigns.

    Early testing prioritizes some audiences for reach and others for frequency

  • Patented technology for Social Media Advertising 12.


    Facebook has a few key characteristics that make it ideal for advertisers

    promoting video content. Foremost, it has wide adoption and heavy

    usage. Facebook typically reaches 85%+ of every demographic every

    week. The average user spends nearly 40 minutes per day over almost

    20 different interactions. This creates plenty of opportunity for engag-

    ing with the target.

    Secondly, Facebook offers robust video capabilities. Most entertainment

    campaigns are using video ads promoting video products. Facebook

    offers video targeting at the same price as static banners with no premi-

    um. Additionally, Video content is well integrated into the Newsfeed,

    the focal point for Facebook interaction. There is enough user gen-

    erated video content in the Newsfeed that users do not immediately

    assume a video is an ad. More than 60% of the video views on Facebook

    take place on a mobile device, and in the Mobile Experience the video

    ad fills the entire screen. Facebooks auto-play videos give brands the

    chance to capture the users attention without charge during the first

    3 seconds, but they also offer the opportunity to track viewership by %

    of video completed, or 10 second views etc. Although auto-play videos

    begin without sound, advertisers can use subtitles to increase engage-

    ment, and when a user clicks on a video it launches into a player with

    full-sound. Not only does Facebook provide insights on the viewers who

    engage with videos, but it also offers the ability to re-target only those

    users who viewed the video.

    Finally, Facebooks Video product also delivers the most advanced

    targeting available on any platform. Facebook aggregates more than

    10 years of user data as well as information from activity off Facebook

    Facebook reaches over 85% of most demographics every week. The average user spends 40 minutes per day over 20 different interactions

  • Patented technology for Social Media Advertising 13.

    (wherever sites have Facebooks Open Graph integrated) as well as Apps

    that use unified Login with Facebook features. Over 13 million web-

    sites and apps use Facebooks integrated login, including 35% of the web-

    sites for the Fortune 5002. This is further enhanced through integration

    with Nielsen for true Apples to Apples comparisons of GRPs with

    Television, as well as the ability to leverage user-login data to manage

    frequency, even across device.

    Facebooks Reach and Frequency Buying

    Because Facebook users are logged in whenever they interact with the

    platform, regardless of device, Facebook can control frequency bet-

    ter than YouTube or channels that do not require login. Controlling

    frequency gives advertisers the ability to create awareness with more

    individuals, instead of repeating the message to the same user over and

    over, even if they are not interested. Facebooks Reach and Frequency

    (RF) buys can be booked 1-28 days in advance to run for 1-30 days. This

    tool offers a simple way to achieve wide reach and broad awareness with

    a specific target. Recently Facebook lowered the minimum audience

    size, so now RF buys only need to target an audience of 400,000 (previ-

    ously it was 1 Million) so even advertisers with smaller budgets can use

    RF buys!

    There are however, a few limitations to Facebooks RF buys. RF buys

    deliver ads to the least responsive / least expensive parts of the audience

    first. Without fully saturating the target audience, advertisers reach

    the least valuable segments. To combat this, CitizenNet has developed

    a specific solution to maximize Reach and Frequency performance (see

    Inset CitizenNets Enhanced Reach and Frequency Buying).

  • Patented technology for Social Media Advertising 14.

    Additionally, RF buys must be booked in advance and are essentially

    non-cancelable (Facebook does allow cancellations, but only in special

    circumstances and any advertiser that cancels too often will lose access

    to the tool). Even though they are booked in advance and guaranteed

    for delivery, they do not typically represent a discounted CPM for reach-

    ing the same audience with Promoted Page Posts.

    Finally, RF buys offer very few insights on which aspects of the audience

    performed differently. For example, a buy targeting Males aged 18-49

    interested in comedy will average the results of all users targeted and

    its impossible for advertisers to see if 18-24 year olds were better or

    worse than 25-49 year olds, or if those in major cities performed better

    or worse than those in rural areas etc. Because RF buys require audi-

    ences of at least 400,000 users, this may lead to averaging very differ-

    ent sub-segments of the audience, making it hard for advertisers to see

    opportunities to improve targeting. CitizenNets Enhanced Reach and

    Frequency Buying (see Inset) can help with this problem. For non-Citi-

    zenNet users, best practice is to create the smallest possible segments for

    RF buys and run multiple instead of lumping everything together. This

    will give better insights on performance. Be sure to create meaningful,

    well crafted clusters based on real differences in the audience, and also

    be careful not to set up overlapping buys if you are targeting a low fre-

    quency and broad reach.

  • Patented technology for Social Media Advertising 15.


    Twitters ability to deliver against real-time conversations delivers an

    ideal opportunity to create Awareness in a relevant context. Towards

    this end Twitter has built specific targeting toolsets for finding new

    relevant conversations and the users following them. In addition to tar-

    geting keywords, hashtags, genres, and the followers of relevant actors,

    or handles related to similar material, etc. Twitter delivers the oppor-

    tunity to reach people actually discussing relevant content through TV

    Conversation Targeting (TVCT) and Movie Conversation Targeting

    (MCT) This feature makes it easy for marketers to know they are reach-

    ing those users most engaged with the most relevant content.

    Conversation targeting is a great way to extend the impact of offline

    advertising as well. By aligning Twitter buys with shows that are part

    of a TV flight advertisers can reach users on two channels to magnify

    impact. Conversation targeting focuses on what matters most, interest

    in a particular type of content, not demographics, which makes it espe-

    cially powerful for entertainment marketers who are essentially selling


    Twitters Amplify product (see inset on Twitter Video) creates other

    opportunities to reach audiences excited about other relevant content,

    and Twitters Publisher Network extends Twitter Video Cards to over 1

    Billion devices worldwide, creating the opportunity for extended reach

    and broader awareness.

    Conversation Targeting focuses on what matters most - interest in other relevant content

  • Patented technology for Social Media Advertising 16.


    As of this publication, Instagram is just moving out of early testing for

    their ad products, but its already well established that Instagram deliv-

    ers a younger demographic that is less active on other platforms. Using

    Instagram to create awareness with an audience that is less exposed to

    other more traditional media outlets is a perfect fit for entertainment

    marketers targeting younger audiences. Instagrams high-impact visual

    platform with looping video lends itself well to Awareness objectives,

    but the shorter video length does require more creativity to amp engage-


    Savvy marketers, like Lionsgate with the launch of Age of Adaline, have

    used Instagram to create broad awareness, and then re-target those

    users who engaged with longer form content on Facebook, building fre-

    quency with a specific audience and deepening the relationship.

    All of Facebooks targeting options are now available within Instagram

    and CitizenNet is proud to be one of the first Facebook Marketing

    Partners to offer Instagram advertising.

  • Patented technology for Social Media Advertising 17.

    CitizenNets Audience Analysis and Prediction

    CitizenNets Predicted Affinity Audience model has

    been proven to double the results that advertisers see

    with social media. This technology leverages multi-

    ple patents in natural language processing and semantic

    analysis to predict audiences that will have a strong

    positive response to specific messaging.

    The system begins by analyzing a Core Audience of

    high value targets. This core audience can be defined

    as fans of a particular Facebook page or group of pages

    (like similar film titles, the stars of the film, books

    about similar topics) or the Twitter followers of a

    particular handle or group of handles. Likewise it can

    be built from a Facebook custom audience like website

    visitors or an email list gained from previous market-

    ing activities.

    CitizenNet analyzes the current conversations this Core

    Audience is having across the social web on Facebook,

    Twitter, YouTube and elsewhere. From this data the

    system can predict other areas of interest, demograph-

    ics, and behaviors that can be used for targeting. For

    example, the Core Audience might show strong overlap

    with a particular YouTube channel, and then identify

    content from that channel as interests for targeting on

    Facebook, Twitter, and Instagram.

  • Patented technology for Social Media Advertising 18.

    This insight also helps marketers to identify themes

    for creative assets. If there is strong overlap with

    female celebrities, the marketer may choose images fea-

    turing females from the content. If the audience shows

    more overlap with action content, the advertiser may

    pick more action oriented shots.

    CitizenNets Predicted Affinity audiences help adver-

    tisers scale and achieve reach without sacrificing per-

    formance. In a recent example, CitizenNets Predicted

    Affinity Audiences delivered 60% more reach at a near-

    ly identical engagement rate resulting in 77 Million

    more engagements than the marketer would have achieved

    despite very robust targeting. In all, CitizenNets

    Predicted Affinity audiences were responsible for 38%

    of the total engagements.

  • Patented technology for Social Media Advertising 19.

    [ACT 3:] Filling the Front Rows

    Blockbuster success depends on developing two different audiences

    with two different objectives. Marketers must create Broad Awareness

    with the largest possible audience of people who may be interested in

    the content, but additionally, they must create Deep Engagement with

    the sub-segment of the audience who will become the Evangelists and

    Ambassadors for the content. Because there is frictionless sharing in

    social media, these Ambassadors can have a dramatic impact on the

    earned exposures, and there is no better ad than a friends recommenda-

    tion. It may be useful to think about the front row audience who buys

    tickets in advance and brings their friends with them to see a movie, and

    the back row audience who decides to see it last minute or with little

    deliberation. It takes both to fill a theater.

    To effectively deliver on both of these objectives, marketers must ap-

    proach them differently. The large awareness audience should have low

    frequency, so budgets can maximize reach (as described in the previ-

    ous section). Those sub-segments of the audience that show interest

    however, should have higher frequency, with more unique types of ad

    creative. This deepens their enthusiasm and maximizes response. With

    these audiences, a higher frequency is optimal, but marketers must be

    have diversity in their creative assets to avoid exhausting the audience

    by showing them the same ad over and over, boring the fans.

  • Patented technology for Social Media Advertising 20.

    Creating Segments for Better Insights

    Learning from the earlier awareness focused campaigns, advertisers can

    identify sub-segments that deliver the best response. Its important to

    note that the native reporting tools within Social Media channels do not

    provide much insight on different segments within one audience target,

    so it is vital that marketers set up their campaigns initially to include

    multiple different segments with different clustering characteristics to

    allow for later optimization. For example, at CitizenNet we will often

    create different audience segments based on users interested in different

    aspects of a show or movie, typically including some of the following:

    Actors in the show

    Author of original book / IP

    Similar Movies / TV shows types or subject matter (these can be

    very granular Buddy Movies vs. Stoner Comedies etc. We try to

    create clusters similar to the category descriptions in Netflix

    Hobbies or Activities featured in the content

    Setting up audience segments of between 500,000-3,000,000 based on

    different keywords grouped by these categories can be a powerful way

    to gain insights and even shape messaging strategy. For example, if the

    Actors segment is large and has the strongest response, it indicates

    that ads should feature the actors prominently, etc. Best Practice is to

    create between 5 and 10 segments, ensuring that each of the keywords

    included in that segment share similar audience characteristics (e.g. they

    are similar in age and gender) as a way of creating appropriate clustering.

  • Patented technology for Social Media Advertising 21.

    Facebooks Audience Insights Tool is an invaluable resource for finding

    interests to develop these clusters. Additionally Google insights will

    highlight Movies or TV shows in a genre that may be useful for target-

    ing. Amazons recommendation engine and IMBD are also great places

    for inspiration.

    Based on how these different clusters performed during the broad

    awareness phase, Marketers can now begin to separate the Front Row

    audience from the Back Row audience and use different strategies and

    tactics to deliver against the different objectives.

    For the Back Row audience, it is often largely about balancing high reach

    with the lowest acceptable engagement. Based on testing in the ini-

    tial phase, there are often indications about which audiences are more

    interested than others, so delivering media to the largest groups with

    some engagement is the best plan for this audience. Use insights from

    the earlier campaigns to tweak messaging strategy and continuously

    test and optimize creative during re-freshes to ensure it doesnt go stale,

    even as you are trying to reach new audiences. A good rule of thumb is

    2-3 new pieces of content every week. Video content has a longer usable

    life than pictures, so that number will change based on what is available.

    For the Front Row audience, now is the time to explore what makes

    them unique. Based on the different segments used in the initial testing

    phase Marketers should try to find commonalities that suggest a partic-

    ular messaging strategy or different ads. These insights also offer direc-

    tion on expanding the audience. If the author segment as described

    above is performing particularly well, advertisers should find other sim-

    ilar authors that can be added to expand the audience. Based on these

    learnings, marketers should look to build frequency with varied types

    Front Row and Back Row audiences demand different strategies to deliver a Full Theater

  • Patented technology for Social Media Advertising 22.

    of content including behind the scenes footage, interviews, concept art,

    trivia, etc. All these different pieces help the Front Row audience feel

    personally connected to the content, which encourages sharing, and

    builds enthusiasm. Shareable content is particularly valuable as this

    group is more likely to spread the word about the launch. Its important

    to find ways to add variety to the content here. High frequency with the

    same trailer or commercial used in every other outlet can make them


    All of the channel strategies referenced in the previous section make

    sense during this phase, but with revised objectives (increasing frequen-

    cy with the Front Row audience, and maintaining engagement while

    achieving saturation with the largest possible Back Row audience).

    Additionally, other tools work particularly well here.

    Video View Retargeting

    Facebooks Video View Retargeting makes it very easy to retarget those

    users who engaged with previous videos with new videos, or photos etc.

    This is particularly useful for message sequencing which can dramatical-

    ly increase engagement as users are actively looking forward to receiving

    the next video that tells the next part of a story. This same functionality

    on Instagram, or even targeting Instagram Engagers on Facebook and

    Facebook Engagers on Instagram works very well.

    Although not part of the native targeting tools, its possible to build

    audiences like this on Twitter as well. CitizenNet has developed similar

    capabilities for retargeting Twitter engagers, and has seen equally high


  • Patented technology for Social Media Advertising 23.

    Facebooks Reach and Frequency buying tool is ideally designed for this

    as well, giving advertisers the option to target the Back Row audience

    with a low frequency, achieving broad penetration and awareness, then

    using subsequent campaigns to increase Frequency with the Front Row

    audience amplifying excitement (See Inset CitizenNets Enhanced Reach

    and Frequency, for more insights on how to maximize this tool).

  • Patented technology for Social Media Advertising 24.

    CitizenNets Enhanced Reach and Frequency Buying

    Facebooks Reach and Frequency Buying is a powerful

    tool for marketers of Entertainment properties who

    need to achieve broad penetration with a wide audi-

    ence to create awareness for a TV show hoping for big

    ratings or a Movie looking to win the weekend box of-

    fice. There are however some limitations to Reach and

    Frequency (RF) buys.

    RF buys provide almost no detail around the performance

    of different sub-segments within the target. For exam-

    ple, an Adult 18-49 targeted buy delivers to that demo-

    graphic, but reporting is averaged for males and fe-

    males and all the age cells. If males respond at twice

    the rate as females, the marketer will never know, and

    so future targeting cannot benefit from this insight.

    Additionally, RF buys deliver first to the easiest to

    target and least expensive portion of the audience.

    Its very clear when using the Reach and Frequency buy-

    ing tool that there are different breaks in CPM with-

    in the audience (see image). Clearly Facebook deems

    some users in this audience more valuable than others.

    However, if an advertiser does not have enough budget

    to completely saturate the target at the desired fre-

    quency, the more expensive (and often more responsive)

    audience is the one thats missed. CitizenNet tests

    consistently show that Reach and Frequency buys that

  • Patented technology for Social Media Advertising 25.

    completely saturate the target audience enjoy much bet-

    ter performance metrics than those that do not -- re-

    gardless of the size or other targeting.

    Based on these two insights, CitizenNet developed

    Enhanced Reach and Frequency (ERF) buying. ERF ana-

    lyzes a target audience, like Adults 18-49, and based

    on the advertiser and their objective, will create

    sub-segments that are predicted to respond differently

    that can be executed as individual Reach and Frequency

    buys (maintaining exclusion between the sub-segments).

    These sub-segments provide insights on audience target-

    ing (identifying different interest categories or age

    cells / genders) and ensure that marketers completely

  • Patented technology for Social Media Advertising 26.

    saturate the target, guaranteeing that the most valu-

    able, and most response segments also see the ad with

    the desired Frequency.

    Although buying audiences in this way is more effi-

    cient, it can be more expensive, purely looking at the

    raw CPM. However, the response rates are so much high-

    er that the overall Cost Per Video View, or other Cost-

    Per-Engagement Metric is always more efficient than

    Reach and Frequency buys that only saturate an incom-

    plete portion of the target audience.

    For non-CitizenNet clients attempting to achieve this

    same result, we recommend analyzing your audience using

    Facebooks Audience Insights Tool and Ads Manager to

    identify segments that are large enough for a Reach and

    Frequency buy, but small enough to allow for complete

    saturation with the allocated budget. Try segmenting

    based on interests to better define the audience and

    gain even more insight based on differing response met-


  • Patented technology for Social Media Advertising 27.

    [ACT 4:] Opening Night Driving Tune-In

    and Monetization

    Regardless of how much awareness or interest there is, unless people

    actually take action and view the content, there isnt really much point,

    so this final section on driving action may be the most important.

    However, because this builds on success from the previous two phases, it

    is also in some ways the most straightforward.

    Its worth noting that different types of content, even within the

    Entertainment vertical, have different monetization strategies with

    different action objectives. While a major movie may be targeting

    ticket sales at the weekend box office, Day and Date releases may be

    targeting Video on Demand purchases (see inset Location Targeting

    for Stimulating Action). Likewise, branded content may have multiple

    objectives, like increasing subscribers for a channel on YouTube, AND

    building views on any channel to fulfill guaranteed impressions. Some

    of these objectives are more time constrained than others, and as such,

    different marketers will approach this phase differently. For a launch

    as in a typical movie or TV show, marketers may focus 50% or more of

    their budget on the days leading up to the launch, whereas evergreen

    content hosted online may balance the Tune-In messaging more evenly

    with the broader awareness and deepening engagement objectives.

    For those marketers aiming for a big launch, Twitters ability to target

    real time conversations can be particularly powerful in conquesting rel-

    evant conversations. For example a movie studio might target everyone

    mentioning weekend movies, or even more specifically, they may target

    Tweeters mentioning similar competitive movies opening on the same

  • Patented technology for Social Media Advertising 28.

    weekend. Likewise, targeting relevant TV shows and those conversa-

    tions is equally powerful for building momentum.

    Facebook and Instagrams tools for retargeting previous video view-

    ers make it easy for marketers to re-engage with individual users who

    previously showed interest, and to broadly target those largest audience

    segments with meaningful engagement rates. Despite the platform or

    tactic, it is important that messaging during this phase has a strong and

    clear call to action and effectively communicates where and when users

    can go to view the content, be it a movie theater or an online platform.

    Typically advertisers will use many different creatives of many different

    types to drive anticipation during this phase. Calendar invitations to

    viewing parties, Countdown Clocks, and critic reviews are all successful,

    and marketers will generally push out 7-10 pieces of new content during

    this phase (typically a week or less), as opposed to only 2-3 pieces of con-

    tent in previous weeks.

    It will never be perfect, but perfect is overrated. Perfect is boring.

    -Tina Fey Emmy-winning writer

  • Patented technology for Social Media Advertising 29.

    Video - Lights, Camera, ACTION!

    For marketing entertainment properties, video is un-

    doubtedly the medium of choice, and the options for

    delivering high-quality video to targeted users have

    dramatically improved in the last year, with Facebook

    delivering ever increasing capability, Twitter launch-

    ing new ways to deliver Video Cards, and Instagram

    launching video as one of the initial ad types for the



    By now it is clear that Facebook video is a huge and

    growing opportunity for advertisers, but it is a unique

    environment with specific needs. Facebook counts any

  • Patented technology for Social Media Advertising 30.

    view of longer than :03 seconds as a view which is

    different than YouTube, where a view is typically

    closer to :30 seconds, except for short clips.

    All Facebook videos autoplay, so it is important

    that advertisers make a compelling and striking im-

    pression in those first few seconds to stop the user

    from scrolling through their newsfeed. Because of

    this scenario, Title Cards / Green Cards etc. should

    be moved to the end of the video whenever possible.

    Additionally, because videos begin playing in mute

    we have noticed a dramatic improvement in engagement

    through using sub-titling -- as much as a 85% lift (see

    case study graph)! This is particularly important for

    videos with voice-over, or where the dialog drives the

    engagement - like dramas.

    Facebook also offers the unique opportunity for video

    sequencing with Video View Retargeting. Because all

    users are logged in, marketers can know with 100% cer-

    tainty that they viewed the first video in a series be-

    fore showing the next. This provides powerful options

    for creative storytellers!

  • Patented technology for Social Media Advertising 31.


    Twitters Video Cards are specifically designed for

    video marketers, but beyond Cards Twitter has other ca-

    pabilities worth exploring. Twitters Amplify product

    matches brands to content creators with the opportuni-

    ty to run videos before other high-value video content.

    For example, one client, targeting Hispanic audiences

    for a theatrical release, paired their shortest trailer

    with highlights from a soccer match between two Latin

    American teams. Twitter users saw a still image of

    a scoring play with a description of the clip. These

    clips hit Twitter very soon after the play, making them

    timely and must see videos for fans. After launching

    the video users see a brief pre-roll video ad (ads must

    be :06 seconds or less). Because these units are pre-

    roll, before premium content, they deliver very strong

    engagement and can help extend a co-branding opportu-

    nity or deepen the connection with an audience in a

    lean-in environment.


    Instagrams highly visual environment makes videos

    even more powerful. Its important to remember that

    100% of Instagram engagement is mobile, so the con-

    text is different than what may happen on Facebook or

    Twitter. In light of this, Instagram videos are sig-

    nificantly shorter (max of :15 seconds vs. :15 minutes

    on Facebook) - but they do loop, creating even more in-

    teresting opportunities. Clever marketers have created

    animated gif style motion graphics and images where

  • Patented technology for Social Media Advertising 32.

    only 1 portion of the image moves, making for very com-

    pelling looping images. Movie studios have done this

    with great success working with images from their post-

    ers. Remember, all Instagram posts are square, even

    the videos, and Instagram does not allow framed hori-

    zontal videos with black bars at the bottom, the video

    must fill the square. Instagram content should be cre-

    ated specifically for Instagram.

  • Patented technology for Social Media Advertising 33.

    Location Targeting for Stimulating Action

    Location targeting offers unique opportunities for ad-

    vertisers to create hyper-relevance through understand-

    ing the users context. This can be particularly mean-

    ingful to Entertainment marketers targeting a specific


    For example, with Social Media its easy to target

    users specifically when they have a WiFi connection.

    Knowing the user is on a higher-speed, more reliable

    connection, makes it easier to predict a pleasant view-

    ing experience for internet streaming or downloading

    content. Additionally, Facebooks GPS features track

    users who havent logged out of Facebook, so its fair-

    ly easy for Facebook to predict when users are at home

    vs. at work regardless of the time of day. Targeting

    users at home with a WiFi connection makes messaging

    for streaming content even more relevant and likely to

    generate a response, especially if theyre sitting on

    the couch wondering what to watch!

    In the same way, Facebooks ability to target users

    when they are not home can be equally powerful. For

    movies opening only in specific cities, marketers can

    build lists of the actual theaters playing the film

    (particularly useful for IMAX theaters). Based on

    this, Facebook targeting can deliver ads only to those

    users within a 1 mile radius of the theater, like per-

  • Patented technology for Social Media Advertising 34.

    haps those in the same shopping mall as the theater.

    For even more granularity, advertisers can choose to

    only target people who live in the area, but are out

    shopping, rather than people who may be visiting the

    area on work, and so are therefore less likely to par-

    ticipate in a leisure activity like seeing a movie.

    When combined with the other sophisticated targeting

    mentioned in this guide, this type of location target-

    ing can generate truly blockbuster results.

  • Patented technology for Social Media Advertising 35.


    This collection of strategies and tactics is proven to deliver success for

    marketing entertainment properties. CitizenNets methodology honed

    in on thousands of campaigns developed in conjunction with the best

    minds at top studios and social media platforms.

    Although this guide gives clear recommendations, its not an easy task,

    and a lot can happen during a campaign. Contact us if youd like to learn

    how CitizenNet can deliver results for your business.

    We hope you enjoyed the show!

  • Patented technology for Social Media Advertising 36.

    [APPENDIX:] Infographic of Entertainment


    CitizenNet has a wide range of benchmarks across dif-

    ferent demographics, different genres, etc. If you

    would like to see something specific, let us know.

  • Patented technology for Social Media Advertising 37.

  • Patented technology for Social Media Advertising 38.

  • Patented technology for Social Media Advertising 39.


    1 Entertainment Discovery Study by Milward Brown

    Digital. Jan 2015.

    2 Facebook Connect

    3 Facebook & Twitter Self Reported Data