Entertainment: Creative Trends

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Competitive Trends

  • Top Competitors: Netflix, Hulu, Disney+, Tubi, Philo, Pluto TV, Starz, Sling, Crackle, Paramount Network, SyFy, BET Now, Shudder, Vudu View competitive videos here

Entertainment Trends

  • Movie Trailers: Videos with movie trailer-style content, featuring multiple titles. (Vudu, Pluto, Shudder, Netflix, Sundance Now)
  • Promoting Exclusive Content: Videos or images promoting exclusive or original content. (Hulu, Vudu, Netflix, Starz, BET, Crackle)
  • Special Offers: Videos or images with special offers. (Netflix, Hulu, Philo, Starz)
  • Competitive: Videos or images comparing prices to competitors or cable. (Sling, Hulu, Pluto)
  • Movie Poster: Images leveraging a singular movie or TV series to promote the service. (Vudu, Hulu)
  • Genre content: Video or images promoting a specific genre (sports, horror, etc.). (Sling, Shudder, Hulu)
  • Shared Passion: Videos or images that engage passion communities (e.g., Star Wars fans) with quizzes, trivia, and profiles. (SyFy)

User Motivations

  • What are you looking for in an Entertainment app?
  • Something to put myself in a positive mood
  • Background noise until I finally fall asleep
  • Escape the commute Relax and enjoy some “Me Time”
  • Looking for a good action/family movie
  • Reality TV Something short before work
  • “Anything to help me wind down from work”
  • Why do you open an Entertainment app?
  • Unwind/settle in
  • Relax and escape
  • A quick laugh
  • What need are you fulfilling when using an entertainment app?
  • Eliminate boredom:
  • I need my time to not worry about anything and just relax, catch my breath, be lazy and pamper myself
  • Elevate mood + aid sleep:
  • Laugh and have good thoughts before going to bed
  • Access to content:</strong
  • Fulfills some nostalgia of shows I used to watch with family or siblings growing up
  • Catch up on new/old movies I haven’t seen before
  • I am able to select from a huge pool of movies and shows and I am not limited to what I can and can’t watch
  • Find movies I might have a hard time finding on another service

Concept: “Only on…” / “Not on…”

  • Focus on exclusive content. User profiles suggest hard-to-find content is a big reason for using multiple entertainment apps:
  • “Only on…”, “Only free on”, “Not on …” are all appropriate messages
  • Images:
  • Leverage specific exclusive titles, especially if those that are free to watch
  • Feature hard-to-find titles that have remakes/sequels that competitors are hyping, e.g. Tubi promoting the original “Dolemite” when Netflix went all out on “Dolemite is My Name”
  • Video trailers:
  • 00:15-00:30 second trailers that feature a combination of scenes and dialogue from multiple movies and alongside “Only on…” or “Not on…” messaging.
  • Insight:
  • Given the popularity of Netflix and Disney+, it may be advisable to target them as competitors

Concept: Character Countdown

  • Feature characters such as Luka, Pirato, Akwa and Atlantus in a countdown of best characters, powers and/or weapons:
  • Showcases animation style, range of characters and/or powers
  • Humorous voice over
  • Generates higher engagement (curiosity over rankings)
  • Competitor/Share of Voice:
  • Rise of Kingdoms: 28% SOV

Concept: Genre-Focused Creative

  • Evolve current movie poster creative to focus on genres and seasonal titles, from Black cinema and Nostalgia TV to Academy Award-winners and seasonal/holidays:
  • Users sees specific genres not necessarily available on category leaders such as Netflix & Hulu
  • Image ads include:
  • Awards season focus on Oscar-winning titles, e.g. Chinatown. Movie poster or multiple titles
  • Seasonal focus: summer blockbusters, holiday movies, etc…
  • Call out unique genre titles available
  • Videos:</strong
  • 00:15-00:30 second trailers hype specific genres and seasonal offerings with scenes/dialogue from multiple titles

Concept: Creativo Centrado en el Genero

  • Evolve current movie poster creative to focus on genres and seasonal titles in video and image creative, specifically targeting Spanish-speaking audiences:
  • Memes with captions in Spanish
  • Genres focused on Spanish-speakers, e.g.:
  • Para niños y familias
  • Peliculas en Español
  • Telenovelas y series

Concept: Shared Passion

  • User profiles suggest a love a of nostalgia, old movies and TV series. Let’s reward that passion by using memes, quizzes and trivia to engage film buffs, movie fans and TV addicts:
  • Expand memes to use scenes from nostalgic TV and film
  • Simple quizzes about old and new films and TV shows:
  • What actor starred in Greatest American Hero?
  • Random trivia about new and old genres:
  • John Travolta turned down the role of Forrest Gump. (Photoshop his face into iconic Tom Hanks pic?)
  • Combine with competitive “Only on…” or “Not on…” messaging.
  • Insight:
  • SyFy and Shudder are currently running similar campaigns

To See More Entertainment Trends

  • Section 1: Why Creative Is So Important
  • Creative Tunnel Vision and How to Overcome It
  • Section 2: Inspiration for Entertainment Game Ads – Facebook and Google
  • Entertainment Games Competitors We Studied
  • Entertainment Games Competitive Trends
  • Entertainment Games Creative Concepts We Recommend
  • Section 3: Using Player Profiles for Market Segmentation and Creative Targeting
  • Pasta Sauce, Pickles, and Howard Moskowitz
  • Horizontal Segmentation for Facebook User Acquisition
  • Game Theory and User Behavior Models
  • People Can’t Always Tell You What They Really Want
  • Player Profiles as UA Creative Strategy 2.0
  • Section 4: Creative Testing and Why the Control is So Hard to Beat
  • Statistical Significance vs Cost-Effective Approach
  • How We’ve Been Testing Creative Until Now
  • Creative Testing 2.0
  • Conclusion
  • Special Offers


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