A major film studio is promoting a new star-studded nationwide theatrical release. The company chose a behavioural, contextual and re-targeting online campaign with Specific Media to ensure a strong box office opening. To build awareness and boost interest in the film, the campaign targeted the movie's niche market to drive users to visit an information site and watch the movie trailer.

Identify adults, ages 18-34 online and encourage them to watch the film trailer. Build awareness and interest about the upcoming theatrical release re-message previous site visitors

- Leaderboard, medium rectangle and skyscraper rich media, Flash and expandable ad units. - Behaviorally target the following categories: Entertainment enthusiasts. - Contextually target the following topics: Entertainment, movies, drama, thriller, crime. - A portion of the budget was allotted to Run of Network (RON) media placements. - Retarget all users who visited the site within the last 7 days and did not watch the movie trailer. - Set automatic algorithmic optimization to shift impressions to the best performing placements, ad units and creative.

- Behavioral Targeting and Retargeting Performance: Click Through Rate (CTR) 0.36%. - Contextual Targeting Performance: Click Through Rate (CTR) 0.16%. - RON Performance: Click Through Rate (CTR) 0.05.

The campaign was extremely successful and the movie achieved number 1 status at the box office during its debut weekend. The behavioural and contextual targeting technologies reached the films niche market audience of adults between the ages of 18-34 who were interested in movies and entertainment. Behaviourally targeting entertainment enthusiasts was over 7x more effective than RON placements in terms of CTR. Specific Media optimized the campaign to the best performing placements ad units and creative to minimize wasted impressions and maximize the number of trailer views.