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Sony Pictures India drives 13x reach at lowered costs for Once Upon A Time In Hollywood with YouTube Home-Feed Ads​

Challenge

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.​

Approach

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 ​

“Video advertising has always been a strong pillar for our visual promotion strategy. Trailers are the main asset that we use to showcase our films. Implementing Home Feed Ads was a tactical step to create wide awareness in the best possible way to the right audiences and create excitement around the movie release”

Shony Panjikaran

Director & Head of Marketing

“Movie promotions are time sensitive; we need to build rapid awareness week before a movie release while keeping budgets in check. We used our Video Advertising framework on Home feed Ads and were able to deliver 13x reach at 96% lower costs which is of course super exciting.”

Anubhav Sonthalia

Chief Executive Officer

Results

13X​
Reach
96%​
Lowered CPM​
27X​
Subscribers

Keys to success

Used Home-feed Ads to Complement Branding Performance:
CPV Model
Used Custom Affinity Audiences Related to OUATIH 

Discover how we did it. Contact us today.