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Although we are still in the midst of Election week, many Americans are heading to the movies for some entertainment relief. Hitting the theaters last Friday, November 4th, Marvel’s Doctor Strange premiered big at the box office, already generating over $100M in ticket sales in less than a week. With a bevy of Fall and Winter blockbusters about to ramp up for the holidays, how did Walt Disney Studios, the production company behind Doctor Strange, advertise across digital channels prior to the release?
Monday, October 31st - aka Halloween - was the top day for the film’s desktop advertising strategy over the last thirty days, due in large part to a YouTube homepage takeover. The 970x250, HTML5 banner creative, pictured below, directed users to either purchase tickets on Fandango or to watch the trailer of the movie. This placement catapulted YouTube to the top site by spend for the film, eating up 69% of Doctor Strange’s entire desktop spend and 67% of digital spend (desktop, mobile+tablet, and video). Desktop was the largest channel for the film’s digital advertsing strategy by far, consuming 84% of their total digital spend overall and accounting for half of the unique creatives released.
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