Founder and CEO of JustWatch Media David Croyé on methods of gathering quality information
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00:00And so on the Just Watch, the way you're on the platform, the way you're getting this data, it's not just about people's, you know, entering in the things they're interested in watching.
00:13You're also doing things like surveys and other kinds of things to get at this information.
00:18So I think when we started campaigns, we tried to use all the media metrics that you can get from all the big platforms when you run big scale campaigns.
00:27There are just too many, actually.
00:30And view through rate is this quality metric that everybody wants a good view through rate.
00:33People, of course, should watch their trailer.
00:35But we correlated it to, like, millions and millions of trailer views or billions by now.
00:40And there was no correlation if somebody watches a trailer to the end, that they buy a ticket more often than somebody who watches a trailer to half.
00:48So all these media metrics, there is zero correlation.
00:51And that was, like, in 2017 when we started to say, like, hey, we have to prove that we are better at this with the data.
00:56But everybody loves to just watch trailer.
00:58There's so much noise in the data because it's content that people rather watch content on YouTube than watching an ad that they don't want to see.
01:06And this is something that is good and bad for the industry.
01:10You get cheap trailer views because people enjoy it and the view through rates are high.
01:13But you have no clue if people want to wait for a different window or if they actually will buy a ticket later.
01:19So we started on the same audience that we built for a movie.
01:23We run on a sample size of a few thousand people.
01:26We run surveys on the same platforms and ask them, do you want to go to see this movie at the cinema?
01:31Pretty simple.
01:32And then we get something that we call cinema intent.
01:35And on the cinema intent, we have, like, a really, really high correlation that if an audience says, yes, I will see this at the cinema, box office will be high.
01:43If they have a lower view through rate or higher view through rates, we have this all over the place.
01:47There is nothing but a cinema intent.
01:49We see really, really well which audience, if it niche or broad, has a high cinema intent and a low awareness.
01:55And then we optimize, basically, from week to week where to invest the money, where to increase the frequency, and where to put your trailer, basically.
02:04Because we know we can basically see with this KPI that we created over, basically, nine, ten years now.
02:10And we have benchmarks everywhere.
02:12And this is something that helps us to really see outside of engagement metrics or other metrics that don't correlate to anything.
02:21And this does.
02:21We do the same for streaming.
02:22So, we have watch intent, we have sign-up intent, or we have TVOT purchase intent.
02:27So, we can really go for these intents and see this within, like, basically real time, what audience you really want to hit and which audience maybe saw the trailer too often already.
02:36And they will go anyways.
02:37If you have a James Bond, you want to exclude a lot of people in what got broad.
02:41On other titles, you might just try to find your core audience.
02:44So, it's always about this bullseye of having a core audience and then going broader until you see your money is wasted.
02:50So, how much should you focus on which group?
02:53That's, in the end, our bread and butter.
02:56There's no virality or we don't make a movie go from zero to 100.
03:00But I think every data point we had, I think with the same budget that there is right now, we do around 7-8% more box office.
03:08So, it sounds pretty small, but if there are CFOs in a room, probably not.
03:12They are really excited about that.
03:14But this is really what you can do.
03:16You can be so much better on views, reaching the right audience, and then actually having more ticket sales, because we tracked a lot in Europe.
03:24And we want to do the same here.
03:25We want to do the same here.