Distributors and VoD platforms should collaborate to expand their audiences
- CANNES NEXT: Digital marketing agency Gruvi is investigating how beneficial it would be for film distributors to treat VoD campaigns like cinema campaigns
Last week at Cannes NEXT at the Marché du Film Online, an exclusive session was organised by Gruvi, the digital marketing agency that specialises in online advertising for movies, TV and video games. The presentation and panel discussion attempted to explore how distributors and VoD platforms could collaborate in order to grow their audiences.
At the beginning of the session, Ben Johnson, CEO of Gruvi, shared an overview of the current state of VoD and all of the upcoming challenges likely to crop up in the near future. He suggested that film distributors could treat VoD campaigns like cinema campaigns, as the release windows are becoming more flexible, especially in the wake of the pandemic. He also went into detail on the ways in which VoD platforms, which are able to reach millions of film fans who are simply staying at home, can exploit their own behavioural audience data, which focus more on what the audience “do” than who they “are” (you can read more about these data here), in order to grow their audiences and revenue.
After the presentation, which you can find here, Johnson was joined by a panel of film-industry experts, including Philip Mordecai, director of digital group ventures, Curzon; Kate Gerova, marketing and brand director, Curzon; Jon Watts, director of strategy and editorial, Beet.TV; Ian McKee, founder and CEO, Vuulr; and Lisa Rousseau, head of TV and film EMEA, YouTube and Google Play. They further discussed the findings and explored possible solutions as well as how a distributor and a VoD platform could potentially collaborate in order to welcome more new users, increase their sales and attract wider audiences.
You can watch the whole presentation and the panel discussion by clicking here.
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