By Our Staff
Media analytics firm Ormax Media has announced the launch of Ormax Campaign Express, its campaign testing tool for across theatrical, streaming and television categories. While Ormax Media has been testing campaigns for films and shows for 15 years now, Ormax Campaign Express, notes a communique, brings with it the capability to provide results within an express timeframe of just four days.
Said Keerat Grewal, Head – Business Development (Streaming, TV & Brands), Ormax Media: “Despite the acknowledged need for it, campaign testing is sparingly used in the Indian entertainment industry due to a critical constraint – insufficient time for testing. Ormax Campaign Express acknowledges this challenge by providing our business partners with results and action points within a timeframe of just four days.”
Added Sanket Kulkarni, Head – Business Development (Theatrical), Ormax Media, highlighting the tool’s potential impact on theatrical releases: “In times of content clutter, reduced attention spans and discerning audience behaviour, a good trailer is more important than ever before. The first reaction of the audience to the teaser or the trailer typically sets the level at which the film will open. All secondary assets can only have an incremental impact of not more than 10-15% at best. With Ormax Campaign Express, we can now deliver results of trailer testing, as well as evaluation of trailer options, in line with the industry’s requirement of quick decision-making”