Post Production
Viacom Vantage launches data driven marketing solution exclusively for Movie Studios
MUMBAI: Viacom unveiled Vantage Studio Edition, a data-driven marketing solution purpose-built for the movie industry. Vantage Studio Edition offers data to find target audiences while maintaining broad awareness.
“Movie studios are enthusiastic about Vantage Studio Edition because they no longer have to sacrifice targeting for scale – this product is designed to deliver both with maximum impact,” said SVP data strategy Bryson Gordon. “The introduction of this new matched dataset gives studio marketers an unprecedented level of control and optimization in their marketing plans, while also delivering broad awareness for their film.” He added.
Using title-level movie ticket purchase data matched with household viewing behaviors, Vantage has tuned its predictive engine to meet the specific needs of studio marketers. Studio Edition can identify the most qualified impressions for a specific movie campaign while also maximizing broad reach and awareness.
Vantage Studio Edition has pre-built instant audiences to help studios quickly target specific genres, such as comedy, family, sci-fi, horror, action, and consistent moviegoers, while also enabling marketers to bring their own first-party segments from data management platforms to optimize their media plans.
Recent research using the integrated dataset showed the power of television to deliver ticket sales:
• Exposure to a single television ad increased ticket sales by 70% while no ad exposure on television showed sales 59% below average.
• Advertising on Viacom outperformed competitive networks by 72% and when people saw a combination of trailer ads plus Velocity Integrated Marketing, the purchase rate increases 3.7 times.
As the Upfront season begins, Vantage Studio Edition expands the Vantage suite of data-driven ad solutions offered by the Marketing & Partner Solutions division. The recently launched products can stand alone, but also have a strategic connection to each other. Products include:
• Vantage Instant Audience – makes the power of Vantage accessible to a broader array of clients by simplifying the data-driven targeting process
• Target Discovery – uses sophisticated data-mining techniques to help marketers identify “persuadables,” the consumers who are not currently using a particular brand but have the propensity to be receptive to the advertiser’s messaging
• Velocity Content Network – a virtual network of custom creative branded content programs informed by data that will be distributed across social platforms and can include linear television
• Viewprint – enhances the level of visibility into consumer segments and helps focus creative aspects of a campaign
• Echo Social Graph 2.0 – which measures effectiveness of a social-by-design campaign
Mumbai: Astra Studios, a bold new force in global creative technology, has been officially launched. Founded by the former senior leadership from MPC, The Mill and Technicolor India – Biren Ghose, RK Chand, Rajarajan Ramakrishnan and Shajy Thomas, the company is backed by a strategic investment from the Hombale Group, creators of India’s most successful storytelling franchises including KGF, Salaar and Kantara along with Perpetual Capital.
The rise of Machine Learning & Gen AI is disrupting every layer of content production, triggering a reinvention of creative workflows, talent dynamics, and business models in the industry. Blending decades of global expertise in Creative Storytelling, Visual Effects, Animation, Immersive & Experiential Media, the Astra Studios leadership team is poised to redefine how high-quality content is imagined & produced. With next-generation workflows and a focus on compelling, character-led storytelling universes, Astra is setting out to empower filmmakers, brands and content platforms alike.
“Astra is our launchpad for a creative revolution – a studio purpose-built for the future of content. We are fusing world-class artistry with cutting-edge emerging technologies. We will play in the arena where cinematic brilliance meets next-gen computer graphics. This will redefine how stories are designed, created, shared and experienced. India is at an inflection point in the global content arena, and Astra aims to lead that evolution, creating new jobs while continuing to partner creatives globally.” said Astra Studios founder Biren Ghose.
“We are supporting the vision behind Astra Studios to help grow stories and movie franchises across different platforms using emerging technologies. Astra’s founding team brings a wealth of talent and experience as well as global connectivity and passion for new technology. This will enable the Hombale Group to undertake projects with greater scope and complexity to create powerful new ‘story worlds’ for our franchise fandoms.” said Hombale Films founder Vijay Kiragandur.
Astra Studios’ core focus areas include:
●End to End Creative Solutions for Films, Series and Brand Campaigns – Ideation, Visualisation, VFX, Generative AI Solutions and Post-Production
● Development of original Character Universes and Global IP
● Immersive Experiences across brands, AR/VR and Location-based media
● Premium Animation for both Streaming and Theatrical formats
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