James Cashmore Director of Media and Entertainment, Google UK Ltd Keynote: Being Found Online Marketing Movies Online Conference 13th June 2012

1. Winning the
Moments
that Matter
13 June 2012
James Cashmore, Director, Media & Entertainment
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2. If You Build It, He Will Come
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3. Make a Great Movie
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4. Tell Movie Fans About It
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5. According to Procter & Gamble, shoppers make up their minds about
a product in three to seven seconds, just the time it takes to note a
product on a store shelf.
This time lapse is called (by P&G) the “First Moment of Truth,” and it's
considered the most important marketing opportunity for a brand.
— Wall Street Journal, 2005
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6. The Traditional Mental Model of Marketing
Traditional Box Office Word of
Marketing Mouth
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7. The New “Four Moments” Mental Model
Traditional Box Word of
Marketing Office Mouth
Which becomes the
next person’s ZMOT
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8. A New Point of
Decision
As concerns about a
volatile economy force
consumers to be smarter
about their leisure
purchases, it is critical
for studios to win at the
zero moment of truth to
excite movie fans
about going to the
cinema.
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9. “ Cinema chains are going to have to tread very carefully…
consumers are starting to feel their custom is being taken for
granted by by operators…the proportion of cinema-goers who
think that tickets are too expensive has risen from just under two
thirds to more than three quarters…
This is a warning shot across operators' bows that should be
heeded, otherwise the industry runs the risk of pricing itself out of
”
competitiveness.
Michael Oliver, Senior Leisure Analyst
Mintel, Cinemas-UK, May 2011
Source: Mintel, Cinemas-UK, May 2011
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10. Interest in movies online is increasing as movie fans
turn to search to discover upcoming films
Growth in movie related search queries 2009 - 2012
YoY
growth
3x Searches for the
+25%
2012 Olympics
+49%
4x Searches for the
+25%
Queen’s Diamond
Jubilee
+48%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Source: Google Internal Data, UK
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11. Movie fans search throughout their decision making
journey
Movie queries fall into 3 core types:
1/3 2/3
generic title specific
movie searches movie searches
AWARENESS DISCOVERY ACTION
examples: examples:
new releases movie title
trailers title + trailer
movie sites title + dvd
showtimes about the film
title + cast/director
title + reviews
Source: Google Internal Data, UK
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12. Movie fans are searching across platforms
All movie search queries by search platform
Movie queries on mobile devices
are rapidly accelerating and have
caught up to YouTube in volume
2006 2007 2008 2009 2010 2011 ‘12
Source: Google Internal Data, UK
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13. Movie related searches across platforms are largely
based on context and type of search
58%
of total movie
queries occur on
Google.com
20%
on YouTube
22%
on Google
Mobile Search
Source: Google Internal Data, UK
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14. Movie fans search throughout their decision making
journey
1/3 2/3
generic title specific
movie searches movie searches
examples: examples:
new releases movie title
trailers title + trailer
movie sites title + dvd
showtimes about the film
title + cast/director
title + reviews
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15. Interest in a film during launch
Search query sequence during a movie release Theatrical Release
showtimes, cinemas,
tickets, local
reviews
merchandise
trailer / discovery
(cast, story, images, discovery DVD Buy DVD/ on-
teaser trailer trailer release imdb, interviews) (cast, story, images, release date demand
imdb, interviews)
week
from
launch
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early awareness research & consideration purchase review & share
Interest begins as early as 25 weeks prior to the theatrical Interest accelerates 3 Interest post launch is highly dependent
release as people search for the the title and trailers weeks prior to release and on the film and shifts to reviews,
peaks opening week as merchandise, and home ents
search broadens to
include local information
Source: Google Internal Data, UK, based on top 20 films of 2011 by UK box office
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16. Interest in a film during launch
Search query distribution by search platform All channels play an
important role and they
peak week of release
Google Desktop search overtakes
YouTube search in the weeks just
before opening weekend
Google Mobile search accelerates week
of launch and becomes increasingly
important throughout the home
entertainment release
YouTube Search leads initially as
movie fans search for titles and trailers
week
from
launch
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teaser pre-launch launch sustain home ents launch
Source: Google Internal Data, UK, based on top 20 films of 2011 by UK box office
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17. Two Points of Decision in the Zero Moment of Truth
To see a movie To go to the
cinema
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18. How to win at ZMOT
1 Maximise Trailer Views
2 Create Interest
3 Capture Local Demand
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19. How to win at ZMOT
1 Maximise Trailer Views
2 Create Interest
Deciding to 3 Capture Local Demand
see a movie
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20. How to win at ZMOT
Deciding to 1 Maximise Trailer Views
go to the
cinema 2 Create Interest
3 Capture Local Demand
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21. MAXIMISE TRAILER VIEWS
1 Movie fans’ attention is getting harder to grasp
with TV alone and also difficult to measure
MOBILE CONTENT ACTIVITIES WHILE WATCHING TV
Use apps
Search for unrelated info during
program
Search for unrelated info during ads
Search for info related to ads
Search for deals related to ads
66% use their DESKTOP/LAPTOP
46% use their TABLET
49% use their MOBILE
Source: Nielsen “Mobile Connected Device Report”, US, Feb 2012
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22. GOOGLE SOLUTION
1 Maximise views of your trailer with paid media
across platforms
How to distribute your trailer using Google
PYV / TrueView
Video
CTP Video
Video Asset Content
Media Ads
Search
Banner to Video
Mobile
Seed Paid Earned
Burst Campaign: 1 – 2 Weeks
Google Platform
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23. MAXIMISE TRAILER VIEWS
1 Be present on each platform when they are most
critical in movie fans’ decision journey
teaser pre-launch launch sustain home ents launch
Go big leading
up to release by
using video ads
across search,
Sustain early display, video,
interest with paid and mobile
media across
YouTube, Google Use display
Search and Display Maintain interest remarketing on
by maximising desktop and
Kick off interest search and mobile mobile to release
Tease/test your
with the YouTube the DVD
trailer early on
YouTube Homepage
week
from
launch
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24. MAXIMISE TRAILER VIEWS
YouTube Ads
YouTube Homepage, TrueView In-Stream, TrueView In-Search
Madagascar 3: Europe’s Most Wanted
Watch the official trailer here and play
the official movie game
by Madgascarthemovie | 1.212.324 views
teaser pre-launch launch sustain home ents launch
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25. MAXIMISE TRAILER VIEWS
Display Ads on Desktop, Mobile & Tablet
teaser pre-launch launch sustain home ents launch
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26. CREATE INTEREST
2 Create Interest and buzz around your movie
Give them more!
Recommendation:
Movie fans search Sustain interest and
more when studio create buzz after the
assets are released initial trailer drop by
and demonstrate an releasing new assets.
appetite for more
content Consider new digital
channels such as
Google+ and mobile
sites/apps. Promote
assets with paid media.
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27. CREATE INTEREST
Muppets Hangout Video
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28. CAPTURE LOCAL DEMAND
3 Be top of mind opening weekend to capture movie
fans as they decide to go to the cinema
Movie Queries with Local Intent
Generic local movie queries
(showtimes, movie times,
cinemas, buy tickets online) 56%
Of generic movie queries
with local intent occur on
mobile devices.
Title local movie queries
(e.g. harry potter tickets, harry This is a valuable audience
potter showtimes) interested in going to the
cinema in real time.
-17wks launch 17wks
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29. CAPTURE LOCAL DEMAND
3 Capture local intent with Media Ads
on Desktop & Mobile Search
teaser pre-launch launch sustain home ents launch
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30. INTRO TO HOME ENTS
Connect your theatrical and home entertainment media
strategies to drive more retail sales
Use display remarketing to release your DVD to a
targeted audience:
• Drive awareness for movie audiences who were
exposed to or interacted with your theatrical
campaign, OR
• Drive awareness for movie audiences who were not
exposed to your theatrical campaign
theatrical launch Home Ents Release
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31. Summary of Recommendations
1 Distribute your trailer across all platforms
Movie fans are multi-channel and multi-platform à ensure your media is as well
2 Create & sustain interest by releasing new content
Movie fans respond to studio released assets and demonstrate a desire for more
3 Capture local demand with search and mobile
Maximise exposure with paid media when movie fans are deciding to go to the cinema
4 Connect your theatrical strategy with your home ents
Drive efficiencies across channels using remarketing
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32. Thanks!
James Cashmore
jcashmore@google.com
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