Trailers display biggest viral velocity of any branded video content online
Trailers display the highest viral velocity of any branded video content online, attracting almost half (42 per cent) of their shares within the first 24 hours, research from Unruly has found.
Proving that as well as views, trailers lead to ROI, the research found that almost a third (31 per cent) of moviegoers who watched a movie promo said they would purchase a ticket to watch the film, while 12 per cent claimed they would buy a home entertainment copy and 28 per cent said they would rent the film.
“With movie studios under increasing pressure at the box office, it’s more important than ever that they optimise their online marketing strategies to deliver ROI,” said Olly Smith, Unruly’s managing director, EMEA. “Done well, every movie premiere has the chance to be a Super Bowl moment, where pre-release buzz can be used to drive earned media and advocacy, which influence sales at the box office.
“Consumers are also experiencing ‘content shock’. The smart advertisers are creating memorable content by generating intense emotional responses in viewers and breaking away from traditional trailers. The top three most shared videos of the past 12 months are prankverts or, in the case of Disney’s Frozen, a trackvert.”
Disney has attracted the most online video shares (26 per cent) out of the Big Six Studios over the past 12 months while taking 23 per cent market share of box office revenue in the US during the same period. Warner Bros, which attracted the second biggest share of box office revenue (21 per cent), also attracted the second most online shares (22 per cent).
Despite the fact that consumers who share movie-related content are almost six times more likely to purchase a ticket than those who don’t, ‘The Science of Sharing: Movies’ report from Unruly found the majority of online movie marketing campaigns are not being optimised for sharing across the social web.