How cinema advertising can work for you

How cinema advertising can work for you

Cinema is the second fastest growing advertising platform behind the internet, a report by WARC shows. How is UK cinema performing? 2019 has been predicted to be a “landmark year” for cinema admissions, with the platform remaining popular particularly with a younger audience. Blockbuster releases like ‘Avengers: Endgame’ took £88.6m at the UK box office, with nearly half of tickets being bought by 16-34 year olds. How does cinema size up against subscription-video-on-demand (SVoD) services like Netflix? James McDonald (Managing Editor at WARC), assured that the “experiential nature of cinema places it in a different bracket to SVoD services” and that when paired with “the exclusivity of box office hits” should ensure that pressure from SVoD services is minimal. What audiences does cinema advertising reach? Cinema advertising is a great platform for reaching a young audience. In a study by Differentology, cinema advertising is the format that 16-34 year olds feel the most positive towards. These consumers feel that cinema offers them “premium, trusted, quality content in a high-attention environment.” Of the ten audience groups identified by DCM Media, 16-34 year old adults are the most prolific cinema audience, with an average of eight visits a year. 64% of them also agree that the cinema experience is not something which can be replicated via TV, laptop or mobile. Research from Kantar Millward Brown has found that among 16-19 year olds, cinema is the most popular traditional advertising medium, with 59% feeling ‘positive about it’ compared to 34% for print, 38% for TV and 50% for outdoor. Are you interested in cinema advertising for your business? Get in touch today....
Cinema Advertising Spend Increases

Cinema Advertising Spend Increases

Cinema advertising spend appears to be increasing due to its audience targeting, technology investments and blockbuster hits. · 2015 saw 20.8% growth in advertising revenue to 238 million driven by blockbusters including Star wars and James Bond. · 2016 predicts further 4% growth. · 1st quarter 2016 saw 26% increase yr on yr. Cinema recommends advertisers build brands to provide a long term value and a sustainable growth in return. By utilising the 90-second slot with cinema specific creatives and understanding cinema audiences provides the first step to brand building where advertisers can tell a great story around the brand, entertaining the audience who have come to watch a storytelling film. For example,  Airbnb launched a split-screen experience in the, UK for its ‘Don’t go there. Live there’ campaign. It gave cinema audiences the ability to see two alternative travel experiences simultaneously by using specialised bifocal glasses that employ adapted 3D technology. http://www.sawa.com/ Cinematic innovation also allows advertisers to use 4D screenings that use mechanics in seats to move viewers, pump smells and spray water to reflect the action on the screen, it’s all about the audience experiencing things together socially and then sharing this o social media. The English National Opera (ENO) found that targeting also increases effectiveness of cinema. They focused it’s cinema activity on one region enabling it to run activity for 11 weeks in premium releases, it showcased it’s Madam Butterfly opera highlighting the visual appeal of the production and increased it’s sales targets by 6% . By appearing in cinema it positions itself as a blockbuster production whilst allowing it to showcase the visually appealing...
Cinema ad spend surges as industry leaders invest in premium spots

Cinema ad spend surges as industry leaders invest in premium spots

Ad spend in UK cinema has experienced a year-on-year increase for the first quarter of 2016 at a massive 26%. Of the many industries increasing their spend in cinema advertising, it appears the automakers industry is investing particularly heavily in the platform. Automaker brands have spent around 198% more on cinema during the first quarter of 2016 than they did during the same period in 2015. The figures, released by Digital Cinema Media (DCM) also noted a surge in booking for premium positions as brands increasingly look to air ads in the last commercial slot before a film kicks off. This is known as the ‘Gold Spot’ and has seen revenues rise by 244%. The Gold Spot position before every family film for the year was claimed earlier in 2016 by Sky through a one-year deal, ahead of the hugely anticipated movies like Zootropolis and Finding Dory. Cinema ad spend grew by 7.6% globally in 2015 and is set to grow by a further 5% in 2017. In light of this impressive growth, Karen Stacey, chief executive of DCM, claims: “2016 is proving a defining moment for cinema advertising and the stellar results that we have recorded so far, and in particular around the Easter period, speak volumes for the effectiveness and popularity of our medium.” Our team are here to help you benefit from the power of Cinema as an advertising platform. Get in touch with us on 02921 320 200 or email [email protected] for award winning media planning and buying advice.  ...
Cinema delivers low ad avoidance and high engagement

Cinema delivers low ad avoidance and high engagement

It has been reported by the RAB that cinema delivers the lowest ad avoidance across all media platforms. Only 8% of people manage to avoid cinema advertising, with individuals claiming to engage positively with an estimated 33% of cinema adverts. This engagement is said to be at a much higher level compared to other forms of media. These findings are perhaps unsurprising; particularly given that the ads are seen by many as part of the overall cinema-going experience. Despite respondents claiming that cinema advertising is difficult to avoid, consumers of cinema are actively engaged, captive and willing; they have consciously ‘opted in’ to this viewing experience. Cinema is one of few ways to reach audiences on a large scale, with such deep engagement in content. The cinema experience is said to encourage these audiences to relax and a focus on the big screen in front of them. This focus forms a deep engagement with brand messages being shown; the impact of which is believed to be 8 times greater than advertising on television. This intense focus inevitably leads to an improved ability to recall detail in advertisements. Given that there are on average 10 new films of different genre released every week, a broad and varied range of audiences are attracted to cinema screens; the reach of cinema advertising is therefore extremely wide and diverse. Where cinema takes the lead with lowest ad avoidance figures; radio was close behind with only 16% successfully avoiding adverts broadcast through this medium. Looking at these figures in the context of television (44%); newspapers (68%) and magazines (61%), cinema and radio advertising are...