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Camino stands for selected arthouse cinema — always looking for the perfect balancing act between art house and commercial success. Quality is the top priority, but the target group is sometimes defined rather sharply and selected the cinemas selectively. Accordingly, it was necessary to reach the right cinema fans in a targeted manner for different films and to match with the right cinema.
Dynamic ad technology for top target groups: Through the technical integration of feed data, advertising material for various arthouse films was dynamically delivered to the appropriate target group. Depending on their geographical location, users were shown the nearest possible cinema. The so-called “drive-to-cinema ads” combine an eye-catching branding area including a film trailer with interactive map integration. This not only increased awareness of the films, but also ticket sales.
The campaigns achieved high-performance click rates with above-average viewability. More than 150 combinations of advertising media were created per film, which underlined the effectiveness of feed integration. Thanks to optimizations and automatic updates of cinema locations, a significant uplift in sales figures was achieved.
