The advent of social media and streaming has effectively changed how media companies attract attention. While marketing used to be relegated almost exclusively to isolated campaigns and launch windows, the rapid and constant pace of today’s media has necessitated the development and use of new systems.
The entertainment marketing platform Research Warrant has since shifted marketing in a new direction, one that prioritizes keeping IP in motion across the social ecosystem. This approach is designed to help media companies create and distribute content at scale in a way that is both culturally responsive and commercially meaningful, thereby maintaining relevancy and IP monetization for longer.
A Growing Need for Scalable Attention
One of the most important facts modern marketers need to keep in mind is that the notion of attention fundamentally changed after social media usage became widespread. Shortform content has become increasingly popular, and with shorter videos have come shorter attention spans that value instant or near-instant gratification.
A notable consequence of these shifts is a constant demand for new material. Movies and other forms of media that once stayed in the public eye for years may now only be relevant for a single summer at best. While this issue is perhaps most notable for studios and rights holders, streamers and asset managers who handle smaller, more consistent projects can also be affected by this ongoing need for relevance.
The core issue isn’t necessarily the act of marketing itself, but instead marketing for long periods of time without losing public interest. It’s this particular issue that Research Warrant handles by using its proprietary system that is built to create and distribute content at scale while maintaining cultural and commercial relevance.
Notable Case Studies
Research Warrant has had several successful projects contribute to its status as a modern entertainment marketing platform. For example, one internal campaign featured a clip from a popular TV show that generated more than 22 million views. Through the company’s internal analysis, supported by Luminate data, they determined that there was a significant lift in streaming activity across the series as a whole.
Similarly, Research Warrant produced a clip from a 2018 film that generated roughly 2.5 million views. Based on internal campaign analysis supported by Luminate data, these views were associated with a 700% increase in U.S. consumption.
These figures showcase Research Warrant’s ability to not only produce viral clips, but also translate social attention into measurable audience behavior that can be incorporated into short and long-term strategies. Collecting and analyzing data in this way could provide more up-to-date information on how attention actually behaves today, thereby creating an image of what people do and don’t want from their media.
Keeping IPs Relevant
Relevance can be difficult to maintain shortly after new content releases, much less years later. This phenomenon can easily limit an IP’s value, so marketing platforms need to not only showcase the latest installment in an IP, but also connect new audiences to previous installments.
Research Warrant is one such television and streaming marketing platform, helping asset managers keep their media assets activated, amplified and compounded in the modern attention economy. The platform does this by creating thousands of touchpoints across an entire portfolio of IP, thereby giving top assets repeated opportunities to be rediscovered online, reintroduced to new audiences and extended in ways that can increase both relevance and upside over time.
Increasing the Pace of Operations
Much of Research Warrant’s success comes from its ability to constantly and consistently keep IPs in motion. Approaching entertainment marketing in this way appears to be no longer a competitive advantage, but instead a necessity for media companies looking to make their content relevant and keep it that way for meaningful periods of time.
For better or worse, attention spans have shortened. The entertainment marketing industry needs to accommodate these new and evolving habits if it is to remain effective for the foreseeable future.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source variety.com ’
