Role of Online Video in Movie Decision-Making, … · watch a movie trailer or ad 9. ... Shrek Forever After, ... Role of Online Video in Movie Decision-Making, Google/OTX, UK, Sept

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The Online Video‟s Role in the Movie Decision-Making ProcessIncludes Scott Pilgrim Trailer Case StudyGoogle/OTX

UK, September 2010

Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

Agenda

1 Background

2 Results

3 Case Study

4 Conclusion

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

Background

This research looks at the role YouTube plays in the movie decision-making process and how placing ads on the YouTube homepage can benefit a movie.

The research was carried out in the UK using OTX‟s weekly Movie Tracker between 17 July and 2 September 2010, during which time we spoke to approx. 8,400 movie-goers aged 13-54 and tracked approx. 30 movies

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

Results

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

1 in 3 people who have heard of a movie has seen something about it online

An average of 32% of movie-goers who have heard of a movie claim to have seen something online about it. Base =8,400 movie-goers aged 13-54 years interviewed between 17 Jul – 2 Sep 2010

% of movie-goers who have seen something online about a movie who claim to have seen it on YouTube. Base =2,700 movie-goers aged 13-54 years interviewed between 17 Jul – 2 Sep 2010

1 in 4 of these have seen something on YouTube

Movie audiences are online

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

„Push‟ is defined as people who saw the ad or trailer for a movie on the YouTube homepage as well as those who come across it without doing a search

PUSH

Base =approx 700 movie-goers aged 13-54 years interviewed between 17 July – 2 September 2010 who claim to have seen an ad/trailer/video on YouTube for a movie

YouTube works as both a ‘push’ and ‘pull’ medium for movie marketing

PULL„Pull‟ is defined as people who saw the ad or

trailer for a movie due to a search or a link from friend, associate or other site

45%55%55%

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

9% added it to social network profile page

*of those who came across a trailer and/or banner ad for a movie on the YouTube homepage or elsewhere on the site (not via a search or link) between 17 July – 2 Sept 2010 Base =approx 700 movie-goers aged 13-54 years

39% sent a link to the trailer to friends

34% of those who saw anything about a movie on YouTube heard about it

from friends

This ‘push’ element of YouTube can be very effective in generating positive word of mouth for a movie…

23% mentioned it to friends verbally

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

...more so than when movie-goers see content for the same movie on other sites

*of those who came across a trailer and/or banner ad for a movie on the YouTube homepage or elsewhere on the site (not via a search or link) between 17 July – 2 Sept 2010 Base =approx 700 movie-goers aged 13-54 years

*

57% of those who came across the trailer or ad for a movie on YouTube either forwarded a link, told others about it f2f and/or added it to their social network …

…compared to 30% on other sites

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

% who said “It was very good and it definitely made me want to see the movie” when asked to describe what they saw on each site

*of those who came across a trailer and/or banner ad for a movie on the YouTube homepage or elsewhere on the site (not via a search or link) between 17 July – 2 Sept 2010. Base =approx 700 movie-goers aged 13-54 years

*

YouTube offers a more engaging environment to watch a movie trailer or ad

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

1. Become aware of a movie

2. Interested in seeing it

4. Decide to watch it

% who said that they “Already knew about the movie (prior to seeing the trailer on this site) and it made me more interested in seeing it”

*of those who came across a trailer and/or banner ad for a movie on the YouTube homepage or elsewhere on the site (not via a search or link) between 17 July – 2 Sept 2010 Base =approx 700 movie-goers aged 13-54 years

*

YouTube plays a key role in cementing interest in a movie

3. See trailer on YouTube

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

Case Study

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

The homepage ad or trailer reaches a large number of movie-goers

44% were „pushed‟ towards the trailer by YouTube , often

through seeing the trailer, or an ad for it, on the homepage

The % is of those who have seen something online about Scott Pilgrim

26% have seen something on YouTube about Scott Pilgrim*

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

YouTube increased ad engagement…

…and generated positive word of mouth

YouTube data is based on those who came across the trailer and/or banner ad on YouTube (not via a link or search)The % is of those who have seen something online about Scott Pilgrim

% who say “It was very good and it definitely made me want to see the movie” when asked to describe what they saw on the site

% who saw an ad or trailer for this movie on YouTube or another site who subsequently sent a link for the movie to their friends

*

*

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

(chart shows % who saw an ad or trailer for this movie on YouTube (not via a search or link) or on another site and said “Already knew about the movie and it made me more interested in seeing it” when asked what the impact of what they saw has been)

% saying they are more interested in seeing the movie

*

The ‘Push’ from YouTube succeeded in cementing interest in seeing Scott Pilgrim in cinemas

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

Conclusion

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Source: Google/OTX, The Online Video‟s Role in the Movie Decision Making Process Study, UK, Sept. 2010

YT Non YT

% of those aware of the movie who have seen

anything about it online 37% 31%

% of these people who have seen something

online who have seen it on YouTube28% 20%

% of these people who have seen advertising on

YT 16% 9%

YT Non YT

% describing “very good and it definitely made me

want to see the movie” 70% 54%

% who came across an ad or trailer for this movie

on YouTube who subsequently sent a link for the

movie to friends

36% 31%

% who came across an ad or trailer for this movie

on YouTube and said “Already knew about the

movie and it made me more interested in seeing it”

59% 53%

Impact: YouTube data is based on people who came across the ad or trailer without being sent a link or doing a search (ie they represent people „pushed‟ to the movie by YouTube)

Advertising on YouTube increases the reach of the campaign online

Advertising on YouTube increases the reach and impact of the campaign online

Reach Impact

Advertising on YouTube increases engagement with the trailer and ultimately interest in seeing the movie

YouTube Homepage: Toy Story 3, 22 Jul. Inception, 8 Jul. Scott Pilgrim, 25 Aug.

No YouTube Homepage: Shrek Forever After, 22 Jul. Knight & Day, 8 Jul. Karate Kid, 25 Aug.

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