As one of the leading cinema brands in the UAE, Reel Cinemas needed a strategy that ensured they maximised their search presence, and ultimately appeared more relevant than their closest competitors.
Improving relevancy is key to improving performance via search, and the more the results are personalised, the more powerful they become. With Reel Cinemas Dynamic Search Ads, we were not only able to display specific information to help the user make easier decisions, but enhance buying impetus with countdown with both time and available seating.
The bespoke logic behind the dynamic ads makes this solution very difficult to replicate and with no other cinema brand utilising this technology in the UAE, Reel Cinemas now have a real advantage when it comes to Generic search. User experience has been increased, media spend has been lowered and performance has been amplified beyond expectations.
We identified generic search as the biggest opportunity for additional growth, despite a historically low last-click return.
Driving relevancy would be key to ensuring Generic search became an integral part of the consideration phase of the customer purchase journey.
How and what users would search
Potential customers would regularly search for film names to check-out showing times across multiple cinemas
Which cinemas users would go to
E.g. Users located around Dubai Marina and Jumeirah Lakes Towers would go to The Dubai Marina Mall
When users were likely to go to the cinema
Traffic significantly peaked on Thursday through Saturday when users had more free-time to attend the cinema