In the rapidly evolving world of entertainment content marketing, understanding the dynamics of human behavior is crucial. It's not just about creating visually stunning trailers and commercials but also about leaving a lasting impression on the audience. In this episode of the Human-Centric AI Podcast, we spoke with to Kate Monninger, VP of Campaign Analytics at MarketCast - a seasoned expert in the field of entertainment research and campaign development. Kate's insights shed light on the challenges and strategies in the entertainment industry, emphasizing the importance of capturing and maintaining the audience's attention.
The Power of Data-Driven Entertainment Research
Kate Monninger's journey into the entertainment industry is a fascinating one. She began her career as a political pollster, specializing in campaign message and strategy development. Her transition to MarketCast in 2013 marked a shift from the political world to the world of movies and TV series. MarketCast, a renowned research and insights firm, has been a key player in the entertainment industry for over three decades. They use primary research, AI, and big data to provide transparency to marketers, helping them understand their audiences and make informed decisions.
Understanding the Challenges in Entertainment Marketing
The entertainment industry faces numerous challenges, and Kate Monninger highlights two significant ones:
#1 - Capturing and Maintaining Audience Attention: In a world filled with constant distractions, capturing and maintaining an audience's attention is paramount. Kate emphasizes the need to make a lasting impression during the short time a trailer or commercial is viewed. MarketCast uses iterative testing and tools like Affectiva to ensure that their campaigns engage and resonate with viewers long after they've seen the material.
#2 Differentiating Titles: With countless movies and TV series being released regularly, it's crucial to stand out. Kate explains that CGI and special effects are no longer enough to guarantee success. Audiences are looking for uniqueness, a compelling narrative, and relatable characters. MarketCast uses Affectiva data to analyze how characters and their conflicts resonate emotionally with viewers, helping to create a sense of anticipation and urgency.
The Shift Towards Character-Driven Storytelling
Kate Monninger observes a shift in audience preferences, particularly in recent years. Instead of solely relying on dazzling special effects, audiences are looking for character-driven stories. Characters and their journeys take center stage, with the main conflict surrounding them becoming a critical element. In the modern entertainment landscape, characters drive the action, and the action becomes an integral part of the narrative.
Using Affectiva to Diagnose Emotional Engagement
Affectiva data is invaluable in diagnosing how ideas, characters, and action sequences are perceived by the audience. By understanding where viewers emotionally engage, what resonates with them, and which characters they care about, MarketCast can tailor their campaigns to create a deeper connection with the audience.
The Bottom Line
Kate Monninger's extensive experience in the entertainment industry, combined with MarketCast's data-driven approach, provides a unique perspective on the challenges and opportunities in entertainment marketing. As the industry continues to evolve, understanding human behavior and using tools like Affectiva to enhance emotional engagement will be crucial for success. Entertainment marketing is not just about visuals; it's about connecting with the audience on a personal level and creating a memorable experience that lasts long after the material is viewed.
For more insights on entertainment content testing, listen to the full podcast episode with MarketCast here.