Beeswax Brought Advertising Transparency to Legendary Entertainment
Published on September 27, 2017
The Beeswax Team
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Adexchanger discusses how we brought advertising transparency to Legendary Entertainment.
‘Since its founding in 2000, Legendary Entertainment’s slate of 50 films has certainly lived up to its name, with a lineup that includes “The Dark Knight,” “The Hangover” trilogy and “Jurassic World.”
While these releases seem incredibly different, they all have something in common: hundreds of millions in marketing dollars, often spent within a six-week period before the release, to ensure a box office smash.’
While much of that spend goes to traditional channels for trailers and billboards, digital has become a bigger consideration. The studio built an in-house analytics unit called Legendary Applied Analytics to infuse data into its marketing strategy and enable more control and transparency over its programmatic advertising bidding strategy than typical demand-side platforms (DSPs) can provide.
“We saw a lot of challenges in terms of data and cost of advertising transparency and lacked control over the process to [buy] programmatic advertising,” said Hana Cluff, VP of business integration at Legendary Applied Analytics. “We wanted control over our data, analytics and campaign spend.”