Two minutes with… Tom Hoare, Head of Digital Marketing, Universal Pictures

Two minutes with… Tom Hoare, Head of Digital Marketing, Universal Pictures


I think one is that you have consumers
moving into more and more ad-free subscription-based environments. Another is big scandals like the Cambridge Analytica story brewing more public
mistrust in social media apps and more concern about how their data is being
used, and that second one is coupled with GDPR and stricter data privacy laws
making it tougher for us to follow audiences and serve them the right
content. But I think that the way we can address that and the solution to that
for marketers is that if you just strip your efforts back to the bare basics of
marketing fundamentals, great creative and effective targeting rather than
relying on digital gimmicks and data tracking tricks then you should still be
able to reach addressable audiences in an effective way. Working closely with Facebook this year
and some of the insights we’ve had from their Creative Shop team have led us to
rethink our traditional movie marketing playbook. Whereas historically we would have began our media sequencing journey with our
trailer which is a two-minute-long piece of creative, the insights they’ve
delivered have helped us learn how to hook audiences initially with a short
form kind of hard sell piece of content and then earn that longer trailer view
through a more creative sequential messaging. One of the things we’re really excited
about for 2020 is TikTok, the social app that has been explosively
popular in the last year 18 months. For us as a movie company, it’s a
particularly compelling advertising offering because it’s full screen and
it’s sound on. So for us where our AV is our strongest selling point naturally,
this is a format and an environment which lets our AV shine in its intended
intended capacity.

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