Case Study

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

November 10th, 2009
Reineke Reitsma, null
Reineke Reitsma
With contributor:
Courtney Tincher

Summary

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called TROI, to capture marketing touchpoints in real time. This approach helped Fox better understand the buildup effects of different channels in the promotion of the movies Australia and The Day the Earth Stood Still. The study uncovered that the engagement with posters wears out quite fast, while Internet offers a variety of opportunities for engagement. But the study also showed that the effectiveness of the campaign elements is influenced by the type of movie. Over time, by doing more studies, Fox will have more insight into the campaign effectiveness of specific genres, audiences, and countries, resulting in an improved media ROI.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.