Sony Pictures India drives 13x reach at lowered costs for Once Upon A Time In Hollywood with YouTube Home-Feed Ads
Sony Pictures Entertainment India wanted to create wide awareness about its niche film with a focus of reaching out to the right audiences given the cast & crew of their film; Once Upon A Time In Hollywood (OUATIH) within a fixed budget and custom city targeting based on the territories.
Using Home-feed Ads to Complement Branding Performance:
We used Home-feed ads to spread awareness amongst the tier 1 city audiences, thereby maximizing reach to achieve the top funnel objective
Cost Optimization using Cost per View (CPV) Models:
The bidding strategy for this was CPV instead of CPM based on the match to achieve the maximum reach & frequency where the model was set-up to pay only when ads were viewed as user-initiated content to save on costs.
Using Custom Affinity Audiences Related to OUATIH
Audiences were created using: Interest keywords and URLs related to genre lovers, similar Movies, Actor & Director Fans. Apps like Paytm & BMS were also used to target their user base in affinity with our film to achieve the lower funnel objective of conversions
Keys to success
- Used Home-feed Ads to Complement Branding Performance:
- CPV Model
- Used Custom Affinity Audiences Related to OUATIH