LOVEFiLM, Europe’s largest online DVD rental service is pioneering a new method of customer targeted advertising based on users’ unique film preferences. Advertisers can now target online and offline campaigns to consumers based on specific films people have seen and rated.

With a database of over 20 million customer rentals and ratings, and a current user base of over 450,000, LOVEFiLM is able to deliver a more relevant, strategic targeting service to advertisers.

Chris Bird, LOVEFiLM Head of Marketing Services, comments: ‘By analysing our extensive customer data we know what they like and what they don’t like. With this information we are able to offer advertisers a more effective delivery of their messages, but also give consumers advertisements that are relevant to their interests.’

LOVEFiLM trialled the service with horror titles ‘The Dark’ and ‘The Omen’ basing the targeting on reaching customers who had rented several horror films in the months preceding the films’ release. This was accompanied by ‘genre’ online banner displays shown when customers actively searched for ‘horror’ titles.

Bird adds: ‘Although it’s early days, initial results show that the behavioural targeting service is up to three times as effective as run of site activity.’

LOVEFiLM also offers demographic and geographic targeting and has run advertising for many major film studios through its internal sales team, as well as through its appointed agency, Unanimis.

Unanimis handles agency sales as well as trafficking and ad serving for LOVEFiLM’s online campaigns.

Source: http://www.lovefilm.com/corporate/news.html

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