Entertainment agency aka commissioned advertising network Silence Media to deliver a video banner advertising campaign for Dreamworks’ West End production of Shrek The Musical, which came to the Theatre Royal Drury Lane earlier this year. The campaign looked to push ticket sales for the show.
Silence Media are pioneers of a payment metric called cost per engagement, which ensures advertisers only pay when people engage with their banner ads by expanding them to watch more video content. The creative, the ad serving and the media planning, buying and evaluation are included when clients buy engagements across the Silence Media network.
To deliver a campaign that would ensure users engage with the ad by rolling over to watch more content.
To use attribution tracking to monitor the return on investment for the Dreamworks by encouraging users to purchase tickets for the show after engaging with the video ad.
Silence Media worked with aka to define the target audience for Shrek The Musical using their market research tool and then created a number of video banner ads using trailers from the show and review quotes from The Times, The Daily Express and Time Out.
Users on tabloid and women’s lifestyle websites were invited to rollover and expand the ad to watch further video content. Attribution tracking was used to measure when people engaged with the ads then went on to buy tickets for Shrek The Musical on the retail website See Tickets.
The video banner advertising campaign for Shrek The Musical produced an ROI of 2.5 to 1 on sales for Dreamworks by delivering weeks worth of engaging video creative.
Hiot Shawl, Digital Manager of aka, says, “These figures rival the results we get from direct response initiatives within the live entertainment sector and they’re a credit to Silence Media’s optimisation techniques.”
"This campaign gave us a glimpse at the future for video banner advertising and cost per engagement," says Lee Henshaw of Silence Media. "Intelligent advertising that couples brand awareness with the accountability of direct response."
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