Universal: Halloween Kills

To promote the launch of their new horror film ‘Halloween Kills’, Universal/Mediacom briefed Venatus to build a bespoke and engaging campaign which generated viewership and awareness of the launch trailer.

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ClientTarget AudienceStrategyCreativeResults

Universal: Halloween Kills

Due to a rich history of working with global Entertainment names such like Universal, Venatus was the perfect partner to develop unmissable creative and deliver it to engaged audiences wherever they are.

Target audience

Inventory / Network

Considering the graphic nature of ‘Halloween Kills’, Universal sought 18+ audiences (particularly those aged between 18-45) and also fans of horror, suspense/thriller films. Targeting existing fans of similar film genres allowed for greater engagement throughout the campaign, delivering on key KPIs of high viewability, click-through and view-through rates.

Males Females
18 and over

Strategy

To deliver upon the set KPIs, Venatus’ custom Premium Expandable Takeover was first selected for its typically high engagement and viewability benchmarks and secondly, video was implemented to increase reach and awareness amongst the target audience. Delivery was split into two bursts, with an upweighted spend over weekends, in order to sustain awareness of the film’s release and target users when they were most likely to engage with the trailer.

Universal: Halloween Kills

Creative

Ad Formats

By utilising Venatus’ custom Premium Expandable Takeover format, the film trailer could be embedded into custom creative, displaying across targeted web inventory with users able to hover over the video in order to expand the trailer and gain access to its audio. In addition, Venatus’ cross-device video format drove increased awareness of the trailer with users both at home and on the go.

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Delivery

7 Jan - 21 Jan

Venatus’ gaming audience were 3x more likely to be fans of horror movies*

Venatus’ extensive film and entertainment inventory was selected to best capture movie fanatics, bolstered with supplementary gaming inventory.*(Nielsen)

Scarily impressive results

By optimising targeting towards fans of the horror movie genre, delivery of the ‘Halloween Kills’ campaign exceeded expectations whilst meeting all initial KPIs. The Premium Expandable Takeover surpassed benchmarks in its click-through-rate, achieving 3.34% with a view-through-rate (VTR) of almost 70%, whilst video VTR was over 76%.

76%

Video view-through rate (VTR)

76%

661, 551

Video views

661, 551

70%

Expandable Takeover VTR

70%

Results.

Testimonial

Universal: Halloween Kills

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