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Ampersand, Fandango, and Kochava Join Forces for Innovative Theatrical Marketing

In a bold move that is set to reshape the landscape of theatrical marketing, Ampersand has announced a strategic partnership with Fandango and Kochava. This collaboration aims to launch a closed-loop solution that connects TV advertising directly to ticket sales, providing studios with unprecedented insights into their marketing effectiveness.

The challenge of linking media exposure to actual box office sales has long plagued studios, even in the age of digitally driven campaigns. Traditionally, many marketing strategies have relied on modeled audiences and proxy key performance indicators (KPIs), leaving a significant gap in understanding what truly influences box office results. With this new solution, Ampersand, in conjunction with Fandango and Kochava, aims to address these shortcomings comprehensively.

Revolutionizing Theatrical Advertising

Rachel Herbstman, Vice President of Data Innovation at Ampersand, noted that the current film marketing efforts lack the data-driven clarity essential for success. She emphasized the importance of combining audience segmentation, precise activation, and robust attribution to enhance the connection between TV advertising and ticket sales. This partnership enables studios to engage with audiences who show strong intent to buy tickets, thus directly linking TV exposure to quantifiable ticket purchases.

The statistics speak volumes: Ampersand has established a significant reach, touching 62 million households across over 165 brand-safe networks through partnerships with Comcast, Charter, and Cox, among others. Meanwhile, Fandango connects with 72% of moviegoers nationwide and accounts for nearly half of all U.S. box office transactions. By combining these powerful assets, the new solution provides studios with a potent tool to target high-intent audiences efficiently.

Insightful Attribution and Audience Targeting

The collaboration delivers a seamless, full-funnel approach to theatrical advertising. One of the standout features is the ability to create deterministic audiences by leveraging Fandango's SmartScore and advanced micro-segmentation techniques. This precision in targeting is complemented by Kochava's trusted capabilities in attribution and measurement, providing clear insights into audience engagement and actual ticket purchases.

Seth Samuels, General Manager of Foundry Services at Kochava, described the collaboration as a significant advancement in marketing measurement for the theatrical landscape. By creating a privacy-conscious environment for tracking TV exposure, studios can achieve actionable insights, facilitating better-informed decisions in investing their marketing resources.

Enhancing Marketing Accountability

Anton Fedorov, Vice President of Enterprise Business Development at Ampersand, further emphasized the paradigm shift brought by this partnership. By unifying deterministic audience insights with large-scale TV exposure, studios can finally streamline their marketing efforts, shifting away from fragmented platforms and inconsistent data. The holistic approach allows for refined media investments and maximizes box office performance, aligning marketing campaigns closely with actual sales outcomes.

This partnership not only simplifies the complexities traditionally associated with planning, executing, and measuring theatrical campaigns but also elevates their effectiveness to a level that mirrors the performance-driven strategies usually seen in digital marketing realms.

The implications for the film industry are vast, as the collaboration sets a precedent for future engagements in theatrical marketing, bringing a sophisticated level of accountability that has been largely unattainable until now. By integrating data-driven strategies with premium television advertising, Ampersand, Fandango, and Kochava are not just enhancing marketing practices but are also set to revolutionize the way studios approach their advertising initiatives.

About the Partners

Ampersand aims to redefine TV advertising through innovative, audience-focused approaches. By combining significant multiscreen TV inventory and detailed viewer insights, they transform how advertising strategies are constructed, ensuring brand safety and privacy.

Kochava stands at the forefront of real-time data solutions, enabling brands to achieve measurable growth through advanced attribution and campaign management tools. Their commitment to innovation and customer service ensures that clients can trust them for accurate marketing insights.

Fandango, as the leading digital movie network, offers moviegoers a complete entertainment experience, merging ticket sales with rich movie content to engage users throughout their viewing journey.

This historic partnership among Ampersand, Fandango, and Kochava heralds a new era for theatrical marketing, characterized by enhanced precision, accountability, and actionable insights.