WARC STUDY: GLOBAL AD TRENDS – CINEMA
Val Morgan has released a thought leadership piece, The Power of the Big Screen: The Role of Cinema in the Mix. Conducted by Kantar Millward Brown, the study validates the role of cinema in the broader audio visual mix.
Key findings show that cinema;
- Provides valuable incremental reach to both TV and digital campaigns across a broad age range, but particularly to light or non-TV viewers.
- Cost effectively builds brand measures.
- Play both a complementary and synergistic role with other channels.
- Sustains campaign metrics over time through unrivaled resonance.
- Delivers strong impact per spot and high retention.
Read the full report by clicking here.
CINEMA THE SUPERHERO MEDIUM
Ground-breaking global study reveals the brand impact generated by cinema’s experiential effectiveness
BRIGHTFISH, BELGIUM – CINEMA ADS RECEIVE 85% ATTENTION
Watching a movie in the cinema with other people results in enhanced attention. And watching with family members or loved ones increases attention even more. The whitepaper ‘‘Monkey See, Monkey Do” by professor Jelle Demanet, researcher at Profacts and Ghent University associate, supports how watching entertainment together with people you love increases the impact of advertising. In this whitepaper, he takes an objective look at how the chameleon effect works and at how oxytocin affects your brain and your advertising communication.
The results are literally eye-catching! In the case of online advertisements, a mere 1.4% of them are, on average, actually viewed. TV fairs a little better, ringing in at 23.1%. Cinema, however, leaps out with a massive 85%. All without distracting our gaze.
THE POWER OF THE BIG SCREEN – THE ROLE OF CINEMA IN THE MIX
Today, advertisers battle a fragmented environment, declining reach, and technology that skips ads. It is often difficult to say with confidence that an ad even reached its intended audience or had any impact. Cinema however, works in a different way to any other media. As evidenced by growing spend, Cinema’s appeal with brands is constantly broadening.
Cinema advertising is uniquely placed to overcome today’s advertising challenges: The big screen is difficult to ignore. There are minimal distractions. Ads cannot be skipped or muted. And advertisers trust the safe environment of its content.
With wall-to-wall screens and surround sound in a darkly lit environment, cinema offers an immersive and high sensory experience unlike any other. Because of this, cinema advertising is processed much more consciously and therefore yields results that other advertising mediums cannot.
To help further explore cinema advertising’s effectiveness, reach, and engagement, Kantar Millward Brown undertook research with Cinema Advertising partner Val Morgan Australia to understand the unique role it plays in a brand’s media allocation.
Dowload the study by clicking here.
BRAINSIGHTS 2018 MEDIA STUDY
In Canada, Cineplex Media commissioned Brainsights to conduct research that would determine the effect of the media viewing experience and environment on a given advertisement. The high Encoding scores show that if advertisers’ objective is to build associations between their brands and specific properties, Cinema must play a part of their media mix.
Click here to view and download the study.