Next Generation Movie Marketingfor Cinema, Home Entertainment and VOD

Agenda

• Who we are and what we do• Act I: Our journey to Snowplow• Excursus: The first campaign• Arriving at the design of Universal CRM• Act II-IV: The building blocks of Universal CRM• Learnings

We love movies and connect fans with their favorite content worldwide.

The highly experienced JustWatch founders helped to digitize theweekly ads sector in 6 countries, built the biggest movie platform inGermany and developed world-leading advertising technology.

Led 120+ people, managed $50m+ marketing budgets and grew aninternational reach of more than 750m visits annually.

Tech focused team of 30 based in Berlin and LA.

David Croyé CEO, Ingke Weimert CRO, Michael Wilken COO,

Christoph Hoyer CMO, Dominik Raute CTO, Kevin Hiller Head of ProductTeam

JustWatch is a new kind of international adtech and data company solely focused on the movie industry.

JustWatch is providing data driven video advertising campaigns focused on the revenue relevant power users mostly on YouTube and Facebook.

JustWatch has exclusive first party data about movie taste and purchase behavior and minimizes waste coverage worldwide on scale.

Why are we able to reach this efficiency? JustWatch has exclusive first party data and technology

B2CInternational Movie and TV-Show Apps

B2BNext Generation Movie Marketing

Genres

ActionScience Fiction

Comedy

MovieGraphUser Profile

Movie Taste

WatchList Add

Trailer Views

Purchase Behavior

Cinema TicketsDVD / BRRent / BuyHD / SD

VOD Provider

JustWatch collects anonymized data about purchase behavior and movie taste of movie and TV show fans worldwide

Movie Theater

Next Generation Movie Marketing

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Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul'16 Aug'16 Sep'16 Oct'16

JustWatch is growing rapidly in currently 23 countries, adding more than 2 million new user profiles per month

>2 MM New Users per Month

Launch February 2015

>1 MM App Downloads

iOS & Android App Launch

JustWatch Usage: Web, iOS, Android

Act I: Our journey to Snowplow

In 2015, we gave ourselves 4 weeks to find the right solution for our data pipeline

What we needed:

• Raw data access!

• Hit the ground running

• Highly customizable, flexible data model

• Ask arbitrary questions with SQL

Bonus points:

• On premise

• Open Source

• Scaleable into billions of data points

Ruling out the restToo expensive • Too inflexible • No raw data • Not extensible

Self-build then?

Not so fast.Building a data pipeline seems

easy enough at first…

…but everyone ends up reinventing the wheel:

• set up tracking & queueing systems

• geoip, data anonymization, handwritten ETL

• versioning, iteration of schema, monitoring

• validation, dealing with invalid lines

And eventually you realize:

Snowplow doesn’t look like every data pipeline.

But every good data pipeline looks a lot like

Snowplow.

To us, Snowplow was the perfect first shot:

• Bundled collection of Best Practices™

• Scaleable tech at any step in the pipeline

• Standardized protocols, no deep lock-in

• Great balance between extensible and premade

Setup and pitfalls

• Went with vanilla non-realtime setup on EC2

• Didn’t even find CloudFormation template 😊

(still, was just a few days of setup)

• Universal CRM: All our visitors are users

• Slight starting problems on mobile

Result:

• We gave ourselves 4 weeks to find out if

Snowplow was a good fit for us.

• We were completely finished in three – from

(web-)app integration to first SQL export.

• All the good stuff came out of the box.

Our First Campaign

• Manual setup for a simple versiontook 8 hours

• Just querying users took half the time

• rest is pure campaign setup & upload

• Manual setup for a simple version took 8 hours

• over 300 sub-tasks required• 27 main steps until the

campaign went live

JustWatch campaigns have more than twice the view time and are optimized based on actual cinema intent

Example: 150.000€ campaign budget on YouTube:

318.064 h

144.248 h

Hours of trailer time watchedJustWatch vs. Industry Benchmark:

Sources: Google/YouTube: Q2 2016, TrueViews for movie marketing campaigns of the whole industry in DE. Avg. 96 seconds trailer.

40%

50%

60%

70%

Demographie Teen-Horror Psycho-Thriller Supernatural

52%

58%

69% 71%

+37%

Campaign optimization based on Cinema-Intent

It was getting clear we had to automate a lot.

But first –A Paradigm change:

“Universal CRM”

Filling the wishlist…

“Display movie trailers to Facebook and Youtube users who added a horror movie to their WatchList before”

“Send a push notification with personal recommendations to mobile users that were active for at least 5 sessions but

had no activity in the last 7 days”

“Ask our Top 5% most active power users a survey on what feature they

want to see next”

“Ask people who skipped three comedy trailers on Youtube if they want to

continue seeing trailers for the genre”

Defining the problems at hand.

Clustering

Building targetable lists of users based on all sorts of queries.

Multichannel

Web, App, Push, In-App, DSPs, RTB, Affiliate, you name it.

Anonymous identity managementManaging alternative identity tokens (Mobile Ad IDs, Push Tokens, external cookies…) in realtime

Closing the circle

Not just stopping at interactions - tracking them, measure conversions and follow up

Act II: The Audience Builder

Act III: The ID Service

Act IV: Universal CRM Interactions

Push Notifications:

Pull Notifications:

(Video) Ad CampaignsAudience uploads • Data transfer • Click Tracking • RTB

Learnings.

Question your realtime needs.…you probably don’t need it and save a lot

We �� contexts!The best new concept in tracking

since sliced bread.But: Snowplow trackers don’t support session contexts yet :(

Business intelligence fell off the truck

We broke the fundamental rule of BI:

“Separate your operational data store from your data warehouse.”

And we loved the results.

Power tools philosophy:

Smart data

Smart tools

Smart people

We’re hiring.Head of Business Intelligence

Business AnalystsData ScientistsData Engineers

Adtech Engineers

THX!Questions?