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| Author | Zoe Aresti |
Mediatel asked a range of industry experts to review what has been a striking year for media and advertising - and offer their predictions for the coming year. DCM's CEO, Karen Stacey, shares her thoughts on why loyalty is no longer guaranteed for brands looking to stand out.
This article originally appeared on Mediatel.
Read Karen's full piece below.
Loyalty is no longer guaranteed
Karen Stacey, CEO, Digital Cinema Media
At a time when brands are faced with challenges around attention, safety and viewability, cinema’s offering has never been more powerful, with people actually paying to pay attention. Rather than blocking ads or fast forwarding through them, cinemagoers are always looking forward.
As brands continue to operate in competitive landscapes, an onus on transparency will continue to transform the advertising industry into a more open and consumer-centric market. Consumers are becoming more empowered to influence brand reputations - loyalty is no longer guaranteed, so it’s essential for brands to stand out by creating emotional connections.
AV channels excel in building brand love and our latest Building Box Office Brands research study proves that using cinema alongside TV is the most influential AV combination for brand building metrics. While there’s no “one-size fits all” answer, what’s clear is that brands should better understand how to make their media mix more effective to drive long-term growth and brand success.
Cinema in 2018
The 16-week theatrical window is just one reason why cinema is a step ahead when it comes to delivering unique and memorable experiences. The incredible film slate, with the likes of Avengers: Infinity War, Mamma Mia! Here We Go Again and Jurassic World: Fallen Kingdom, means we’re set for the biggest selection of blockbusters ever in 2018, while 2019 will bring Frozen 2, Star Wars: Episode IX and Toy Story 4. This visibility allows DCM to help brands and agencies to always look forward and plan ahead for the long-term.