Operam worked with a Partner to implement transparent and exclusive programmatic deals, far exceeding the competition.

THE GOAL

Operam’s mission was to maximize market lift derived from a limited investment for a major box office film. In order to inform future optimization, the Partner wanted to comparatively measure the impact of four parallel campaign efforts led by Operam, Conversant, IMDb, and ESPN. Their goal was to identify which strategy would prove most effective in driving Reach and ROAS.

THE PROCESS

Operam focused on remaining fluid to optimize budget, audiences and creatives. This allowed us to correctly scale the proper campaigns based on learnings and key findings. Operam also leveraged exclusive private marketplace deals and optimized the specific supply paths to maximize the investment. While additionally targeting a highly relevant audience of known moviegoers at the individual level and influencing them to go to the theater.

THE RESULTS

To measure outcomes, Operam used Conversant’s Wallet Measurement solution, which taps into Epsilson’s Marketview database of movie-ticket transactional data. In particular, it analyzed opening weekend box office transactions in order to attribute conversions to tagged media campaigns. Across both of the campaign’s key performance indicators, Operam’s programmatic efforts exceeded the competition significantly.

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