“Micro-Genres” Provide Precise Audience Segmentation to Power Movie and TV Advertising
February 24, 2016, NEW YORK and STAMFORD, CT – Media agency network Mindshare and Tru Optik, a leading over-the-top (OTT) TV measurement and ad tech company, have joined forces to parse TV and Movie content into behavior-based "micro-genre" graphs that will enable media companies to market content with unprecedented precision to consumers in more than 150 countries.
Basic contextual and geo targeting is no longer sufficient for entertainment companies to monetize their portfolios or inform promotion of specific titles. Micro-genre graphs organize titles into small clusters based on their tendency to be watched by the same consumers. For example, if ‘deadpan comedies with female leads’ and ‘female relationship comedies’ appeal to different audiences, media companies need to know, and micro-genre graphs provide that insight.
"Working with Tru Optik, we are able to identify focused content groupings based on their appeal to a certain segment of consumers,” said Sameer Modha, Partner, Customer Data Strategy at Mindshare Worldwide. “We thought Tru Optik would be the ideal partner, as the sheer size of Tru Optik’s database allows our media clients to market their content directly to consumers in those segments at scale all over the globe.”
“The real valuable data and insight in the OTT ecosystem resides in walled gardens,” according to Andre Swanston, CEO of Tru Optik. “Tru Optik's mission is to organize and activate OTT ‘big data’ so media companies can create compelling content and power more effective advertising. The collaboration with Mindshare to create micro-genre graphs achieves this mission.”
The Micro Genre graph will be able to leverage the world’s largest database of professional media consumption containing anonymized information on more than 500 million consumers (about seven times the number of Netflix subscribers). It consists of over 20 million movie, TV, music, and video game pieces of content. While other companies, like Netflix, have created micro-genres, they have done so with a significantly smaller audience size and title pool. It will be deployed by Mindshare in The Loop, the agency’s proprietary data visualization and communication layer focused on faster and better decision-making.
“The ability to market entertainment properties across any platform to millions of consumers who have a proven interest in similar content is unprecedented. If you’re advertising a new movie, you can target consumers who have watched similar movies on a one-to-one basis, at scale,” said David Wiesenfeld, Chief Strategist at Tru Optik.
Modha concluded: “As we continue to expand the micro genre graph with Tru Optik we will also know the TV shows that appeal to consumers, as well as the music they like and the video games they play. That allows the unique ability to smartly expand the target for a new movie and opens up new pathways for data driven contextual placement."
About Tru Optik
Tru Optik is a digital media intelligence company providing audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with the largest census-level measurement of global over-the-top media consumption, Tru Optik’s proprietary data, advanced technology, and unmatched focus make us the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the millennial led shift to OTT.
Mindshare is a global media agency network with billings in excess of US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.