How Hollywood is expanding the reach of viral videos

Hollywood is already doing interesting work in measuring the impact of viral video. They are using advanced analytics to measure the reach and sharing patterns of video trailers among different demographics, then using this data to understand demographics and potential markets where they should first release films.

Movie marketers were also among the first to measure social video metrics such as "sharethrough rate" -- which measures the rate at which a video is shared -- in order to quantify viral success. By measuring sharethrough rates, movie studios can better understand which trailers to use for online advertising campaigns targeted to specific demographics; which demographics to include in campaign targeting; and even which potential markets hold the most potential for high ticket sales.


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