STX Entertainment Sees 2.31x Return on Ad Spend from Digital Advertising as Measured by Placed Attribution
Theatrical Ticket Sales for 'Bad Moms' Mapped Back to Advertising in an Industry First
SEATTLE, WA, October 6, 2016 - Placed Inc., the leader in ad to store attribution, announced the expansion of Placed Attribution to measure theatrical ticket sales. After launching the product with the film THE BOY, STX Entertainment and media agency Horizon Media expanded on the partnership with their recent comedy film BAD MOMS to attribute digital ad exposures, measure visits to the theater, and discover actual film viewership through survey questions.
BAD MOMS is the highest-grossing R-rated comedy of the year, grossing nearly $110MM in domestic box office to date, and one of the biggest hits of the summer.
Placed measured that BAD MOMS digital media drove an incremental 428K moviegoers to theaters in the first two weeks of release – people who weren't originally planning on seeing the film prior to being exposed to advertising. The attributed incremental audience returned 2.31x the marketing investment needed to drive a ticket sale. Placed calculates the incremental number by comparing audiences exposed to digital ads to similar audiences who were unexposed through a combination of directly measured locations, survey and modeling within their panel.
"STX Entertainment was designed from inception to unlock the value of today's changing media landscape, which includes looking at emerging media attribution tools, with a focus on ROI," said Amy Elkins, SVP, Media and Marketing Innovation at STX Entertainment. "We were able to move past the traditional metrics of views and clicks to measure the true impact of our digital media on ticket sales with Placed Attribution."
"Horizon challenged Placed to look beyond just a theatre visit to truly close the loop from digital advertising to BAD MOMS ticket receipts," said Erin Foxworthy, SVP, Partnerships and Innovation at Horizon Media, STX Entertainment Media AOR. "With every $1.00 spent in marketing, our digital media was able to drive an incremental $2.31 box office receipts as measured by Placed. With this new level of measurement and accountability, STX and Horizon are developing new insights into media effectiveness and the success of theatrical campaigns."
STX Entertainment is taking industry first steps to build metrics around ROI and attribution with Placed Attribution. This is the second film they have tracked building critical benchmark data that informs the success of their ad spend above and beyond standard engagement metrics.
On top of understanding ticket attribution for BAD MOMS, Horizon and STX Entertainment are gaining proprietary knowledge around audience segmentation, flighting optimization, and the overall audience behaviors of moviegoers such as store preferences, app propensity, and device usage.
"STX Entertainment has proven to be a leader and innovator in their respective spaces of entertainment and media, which made the ideal partners for the launch of Placed Attribution for Theatrical Releases," said David Shim, Founder and CEO of Placed. "By building a campaign focused on ROI from the start, STX was able to deliver an audience that was 55% more likely to watch the movie after ad exposure, and resulting in return on ad spend of greater that 200%. Placed expects the results from BAD MOMS to set the standard for the industry in measurability and accountability tied to media."
About STX Entertainment
STX Entertainment STX Entertainment is a fully integrated, diversified, global media company designed from inception to unlock value from the 21st century's changed media landscape. STX specializes in the development, production, marketing and distribution of talent-driven films, television, and digital media content, with a unique ability to maximize the impact of content across worldwide, multiplatform distribution channels, including unparalleled global capabilities and direct passage into the China market.
STX Entertainment is led by accomplished businessman Robert Simonds and was co-founded by Bill McGlashan, managing partner of the growth division of leading global private investment firm TPG, which has $70 billion of capital under management. The Company's Board of Directors includes prominent leaders in global finance and entertainment, including Frank Biondi, former President and CEO of Viacom, Inc. and former Chairman and CEO of Universal Studios; Tony Vinciquerra, former Chairman and CEO of Fox Networks Group; Gigi Pritzker, CEO of Madison Wells Media; David Bonderman, founding partner of TPG; John Zhao, CEO of Hony Capital; and Dominic Ng, Chairman of East West Bank, among others.
In addition to TPG Growth, other investors include Hony Capital, a leading private equity firm in China; PCCW, Southeast Asia's largest Internet and cable services provider; Tencent Holdings, China's leading provider of online products and services; Dominic Ng, Chairman of East West Bank; DNS Capital (representing the business interests of Gigi Pritzker and her immediate family); and Beau Wrigley, former Chairman and CEO of the Wm. Wrigley Jr. Company, among others.
Placed is the leader in location-driven insights and ad intelligence. Measuring billions of locations across the world's largest opt-in location audience, Placed provides the most comprehensive understanding of consumers' offline behaviors. Connecting the physical and digital worlds, Placed is the industry standard currency for brands, agencies, and publishers to measure ad exposure to store visit, target location at scale, and deliver actionable insights into consumer behavior.
Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group and Two Sigma Ventures.