Case Study: Maven Helps AtomFilms Reach Net-Savvy Cinema Buffs
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Market Overview
In 2003, Internet usage among broadband users challenged television for the first time, with the time spent online hovering around 50% of consumers’ total media time. For video-centric content providers, such as film distributors and movie studios, Internet-savvy consumers represent a tremendous opportunity to develop new avenues of revenue generation and growth. According to several surveys, broadband consumers are more educated, have higher incomes, and purchase more products and services online than dial-up Internet users.
Increased consumer appetite for more video-rich experiences—combined with heightened advertiser interest in developing more innovative ways of reaching consumers and a new generation of cost-effective enabling technologies—is driving efforts to deliver high-quality, interactive video.
About AtomFilms
AtomFilms is one of the Web’s premier movie sites. The company offers on-demand viewing of more than 1,500 film and animation titles, ranging from one to 30 minutes in length. Available in virtually every genre, many boast film festival awards, Academy Award nominations, or the involvement of well-known talent. AtomFilms Hi-Def is the company’s first product to deliver online video at near-DVD-quality.
With video playing such a central role to AtomFilms' business, the company has been aggressive in the deployment of new technologies that improve the online viewing experience. For the company's management team, the growth of broadband-optimized marketing and commerce solutions offered an opportunity to make a leap forward in the quality and effectiveness of online viewing experiences for their movie fans around the world.
The Requirements
To take advantage of these emerging technologies, the AtomFilms management team required, first and foremost, the ability to offer a large audience of Internet-savvy entertainment enthusiasts a significantly improved movie-viewing experience. The team defined this as the uninterrupted playback of full-screen, high-impact video at a quality level on par with TV- and DVD-quality viewing.
Once this threshold had been met, the team also had several more criteria:
- The ability to create and maintain a branded film service that offers viewers a new level of value-added services through interactive features and personalization capabilities.
- Tools for creating a viable business model around a new class of ad-supported film services for online audiences, including production, delivery, measurement, and analytic capabilities.
- The ability to offer advertisers an alternative to TV advertising, while enabling these advertisers to reach targeted demographic audiences with tailored video ads.
- Seamless integration with in-house business tools, such as subscription and commerce management systems.