Branded desktop applications can turn entertainment marketing budgets into vehicles that both engage users and provide rich metrics.
Movie marketing in the web space has become a series of "get-reach-quick" plans, wallpapering reliable portals and social networking sites in a sprint to opening weekends. This approach of funneling audiences from portal to niche site to theater (or video) also creates a vacuum: the next movie that comes out needs to start its marketing from scratch; marketers must start advertising on the portals and work their way back down to the people who they knew were most likely to see that movie anyway.
Branded desktop applications, or BDAs, make this cycle far more efficient and effective. When users download a BDA, movie companies can retain that demographic information and market directly back to interested users, movie after movie, right on their desktop. Users are better served by only being alerted to movies within their interest, and in return marketers have rich, real-time metrics with which to sculpt upcoming campaigns.
