×
You will be redirected back to your article in seconds

CES: Tech Giants Say Data Is Key to Entertainment Marketing

Execs from Facebook, Google and Pinterest testified to the importance of data coming through their platforms for entertainment marketers at a panel Wednesday at the Variety Entertainment Summit, held at the International Consumer Electronics Show confab in Las Vegas.

“From an entertainment marketer standpoint, we have a tremendous amount of data on what’s taking off and what’s driving engagement,” said Jim Underwood, head of entertainment strategy at Facebook. “We’re at a place now where we can help solve a problem: that there is such a volume of content that the audience is looking for solutions to help find the content that matters to them.”

Underwood said a common misperception about data usage is that entertainment marketers have to fight the inclination to chase buzz. Angie Barrick, Google head of industry, media and entertainment, concurred, adding that chasing the wrong trends can lead marketers into a “digital dungeon.”

“We caution people — especially entertainment marketers — that data isn’t the be-all-end-all,” she said. “We encourage people to look for long-term trends.”

Popular on Variety

For Pinterest, that means paying close attention to the images derived from film and TV content that get pinned or repinned. Tram Nguyen, head of media partnerships at Pinterest, noted that her company’s partners use those signals to target everything from emails to merchandising strategies.

“A lot of brands can use that information how they might market to those users in a compelling way,” she said.

The panel was moderated by Todd Spangler, New York digital editor at Variety.

More Digital

  • NFL

    NFL Responds to Widespread Hack That Hijacked Social-Media Accounts

    The NFL, a week before Super Bowl LIV, was targeted by a hacking collective that temporarily commandeered social media accounts across Twitter and other platforms for the league and multiple teams. In the attack, 15 of the NFL’s teams — including the Super Bowl-bound Kansas City Chiefs and San Francisco 49ers — as well as [...]

  • A security guard wears a mask

    China’s Media Regulator Cuts 'Entertaining' TV Content During Coronavirus Crisis

    China’s media regulator has responded to the deadly coronavirus epidemic sweeping the country by cutting “entertaining” TV shows and boosting news programs, it said Tuesday, at a time when millions are stuck at home under quarantine. The announcement comes just days after it declared it was also doing the opposite: actively working to bring in [...]

  • LUNA NERA

    Netflix Unveils Third Italian Original, 17th Century Witchcraft Series 'Luna Nera'

    Netflix and production company Fandango on Tuesday unveiled the streamer’s third Italian original “Luna Nera” (Black Moon), a fantasy rooted in historical reality about a group of women accused of witchery in 17th century Italy. The innovative show will drop on January 31 in the roughly 190 territories where Netflix operates. Shot in Rome’s revamped Cinecittà Studios [...]

  • Boris Johnson Grants China's Huawei Limited

    UK Grants China's Huawei Limited Role in 5G Network, Despite Security Concerns

    The British government, led by Prime Minister Boris Johnson, decided Tuesday to allow Chinese tech giant Huawei to build parts of the country’s 5G network, in defiance of U.S. concerns over national security risks and the potential for Chinese espionage. The U.K.’s National Security Council green-lit the move to go ahead with “high risk vendor” [...]

  • ICM Partners

    ICM Partners Promotes Six Agents to Partner Status

    ICM Partners has promoted six agents to partner status. ICM’s partner class of 2020 features four women and two men drawn from disciplines across the agency: Courtny Catzel (Non-Scripted), Di Glazer (Theater), Shade Grant (Non-Scripted), Andrea Johnson (Concerts), Craig Shapiro (Talent) and Howie Tanenbaum (TV). The promotions bring the number of partners at ICM to [...]

  • Podcast Company Meet Cute Raises $3

    Shari Redstone's Advancit Capital Among Investors in Podcast Company Meet Cute (EXCLUSIVE)

    Meet Cute, a New York-based podcast company that focuses on romantic comedies, has secured more than $3 million in funding from a group of investors, including Shari Redstone’s Advancit Capital and venture capital firm Union Square Ventures. Meet Cute CEO Naomi Shah did not disclose the exact dollar amounts from each company, but revealed that [...]

More From Our Brands

Access exclusive content