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12.12.05
Movie Studio Goes For AdSense Niches
 By
David A. Utter
Site targeting allowed Paramount Pictures to focus promotional efforts for three
films via AdWords to specific niche sites that display AdSense and reach a likely
audience for those movies.
Movies that wow audiences at film festivals still need to find audiences to fill
theaters, not to mention to buy the DVD, the official soundtrack, and the licensed
T-shirt. Unless the movie features Tom Cruise or Will Smith standing in the middle
of things exploding, the film needs all the promotional help it can get.
In the most recent Inside AdSense post, Google noted how major Hollywood studio
Paramount Pictures managed to build some awareness for a trio of films by using
site targeting to find an audience:
"With Hustle & Flow, Paramount had the ideal test case for this kind
of advertising," (BusinessWeek's David) Kiley explained. "The film is about an
aspiring rap singer, specifically a performer of 'crunk,' 'a Dixie-originated
hip-hop genre marked by lurching beats and bellowed choruses. Hustle & Flow was
a blowout hit at the 2004 Sundance Film Festival, but Paramount couldn't count
on that industry buzz making it to the grass roots of crunk enthusiasts the movie
studio wanted to reach."
By plugging terms like 'crunk', 'Memphis', and the names of some of the movie's
stars into Google's Site Tool (a tool that automatically returns a list of sites
related specific topics or categories), Paramount was able to identify and advertise
on 170 different niche sites.
With this example, Google demonstrated the need for sites to do research and know
their markets. A small site with a strong focus on a specific niche can be a wellspring
of customers just waiting to be reached.
About
the Author:
David Utter is a staff writer for WebProNews covering technology and
business. Email him here. |
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