Film studio/distributor: Developing a media spend optimization platform
Film studio/distributor: We developed a media spend optimization platform to set spend levels and allocation for each new DVD release, recommending optimal spend levels by week and type of media and leaving behind tools that the marketing team uses on an ongoing basis. This platform showed the potential for $20-40M in incremental net contribution (depending on the level of increased spend that was acceptable to management) and resulted in $13M in incremental contribution for the first four titles optimized with the new platform.
Experience
Oliver Wyman’s recent work in the area of marketing spend optimization includes:
Financial services firm: Optimizing advertising portfolio by media type and geography >
Mortgage finance company: Understanding the interplay of marketing mix elements >
Film studio/distributor: Developing a media spend optimization >
U.S. wireless carrier: Analyzing customer acquisition impact of different media strategies >
Global technology company: Calculating ROI of different advertising media/strategies >
Service provider: Analyzing ROI and long-term value of subscriptions by channel >
