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| Author | Zoe Aresti |
Following the release of Building Box Office Brands: Volume III, Digital Cinema Media’s (DCM) Research and Insight Manager, Michael Tull, writes about the key learnings from the study and what they mean for advertisers.
Last week saw the launch of the latest instalment of our research programme, Building Box Office Brands – Volume III. Since 2015 we have published this insight to help advertisers and agencies better understand the value cinema adds as part of a cross-media schedule and its ability to drive brand growth.
Volume I helped us to fill key knowledge gaps for agencies and clients on the role cinema plays as part of AV campaigns, while Volume II proves the unique value and ROI of cinema media in today’s cross-media landscape.
For the latest volume, we’ve taken a deep dive into the world of AV, working once again alongside our partners Kantar Millward Brown and Benchmarketing.
The report looks in to how cinema offers significant value to advertisers in the key three areas:
CINEMA DELIVERS THE MOST RECEPTIVE AUDIENCES
Gen Z and Gen Y (16-34s) rate cinema ads as the AV advertising format they are most positive towards, ahead of TV and online video. The older Gen X audience are also receptive to big screen advertising, with cinema coming in just behind TV. Results demonstrate that the cinema environment can be incredibly valuable for reaching audiences who are open to brand messaging and helping campaigns cut through and resonate with these audiences.
CINEMA CONTRIBUTES UNBEATABLE IMPACT WITHIN THE AV MIX
Across all five brand-building metrics analysed – salience, love, difference, consideration and recommendation – cinema delivers unbeatable contributions per person reached compared to TV and online video. All AV channels have a role to play for advertisers but results have revealed that cinema can have a powerful impact when included on the plan. Campaigns that included cinema delivered greater contributions to total brand KPI performance compared to other AV combinations.
CINEMA DELIVERS LONGER-LASTING SALES EFFECTS
Cinema’s impact isn’t fleeting either – cinema campaigns are memorable and can have a longer-lasting effect on sales. Across all four sectors analysed – Retail, Telecoms, Travel & Transport and Services – cinema performs strongly delivering adstock levels that are at the very least comparable to TV and consistently higher than those delivered by online video.
We believe that the results of the latest analysis highlight why cinema is the best seat in media – captivating audiences, driving brand value, sales growth and delivering long-term impact and return on investment. These reasons are why cinema should be an essential part of the AV mix and always included within advertisers’ multi-screen strategies.
To find out more please download the full Building Box Office Brands - Volume III report.
If you’d like to take advantage of the unique value that cinema can add to your AV mix, please speak to your DCM rep about opportunities for the rest of the year and 2018.