Drive sales and awareness of the Radio City Christmas Spectacular
Determine the impact that digital media has on consumer purchase intent for the New York production of RCCS and understand the competitive landscape to best estimate ticket sales in highly competitive marketplace
Differentiate Radio City Christmas Spectacular from Wintuk due to the exact same run dates, similar holiday content and target audience thru extensive targeting and use of video
Unique sponsorships around both family focused and geo-location based content
Implemented a brand study to measure competitive landscape and purchase intent
Digital campaign increased purchase intent among online audiences
Users that were exposed to banner ads have a higher intent to purchase RCCS tickets than users that were not exposed.
The purchase intent lift increased significantly as the campaign neared the Christmas holiday weekend
Advertisers are able to reach consumers with the most relevant information possible through behavioral targeting techniques that use "cookies". The misconception of what information is gathered through cookies and how it is then used by advertisers has resulted in government involvement. This research brief illuminates what personal information is collected from consumers and how it is used in behavioral targeting.
The most impactful element, in conjunction with media, to consider when developing a digital campaign is creative execution. The technology advancements in rich media, video, and dynamic creative have enabled quality brand interactions that at one time could only exist on a brand's website to now occur in the consumer's active online environment. This research brief focuses on a few of the creative tactics that will be heavily considered by marketers in 2010.
Thanks to more and more Americans adopting video-enabled smart phones and internet-savvy behaviors, there has been an explosion of video content over the past few months. Online video is expected to continue this growth pattern and further expand its reach in the upcoming years. This research brief examines current online video demographics and user behaviors.